The top multinational cola brands will be as scarce as the drinking water in Tamil Nadu as they are accused of exploiting, following the decision taken by the major traders associations in the State to boycott the products from today. As one of the several issues raised during the confluence of agitations that was called against jallikattu ban, the protests grew in scope after many among the public began boycotting the cola products marketed by MNC giants Pepsi and Coca Cola. Traders too followed the suit; some out of activism and many due to pragmatism.
The owner of Super stores in Koyambedu said that even though he is not a part of the trade association, he has decided against the placing of fresh orders because of the steady decline in demand.
Vanigar Sangangalin Kootamaipu president AM Vikramaraja said that all the small traders will close their doors to the two soft drink giants as planned, from Wednesday. As for retail and food chains, some of whom had paid in advance for the year's supply, a decision would be taken by Thursday, he added.
“Almost every local player has agreed to provide chillers that are in fact less power consuming than the ones that the MNCs supply,” said Vikramaraja.
“Most petty shops are against the ban and are not attached to the merchants associations. The ban by the association has no control over them. When people are opting for these drinks, no ban can stop it,” he said.
“Immediately after the protests, we did not sell even one bottle a day. Now people were gradually beginning to forgive and forget," said a trader from Egmore. Another at Koyambedu said that they would wait and see if the demand picks up. “If it does, we have to decide what we would do next,” he added.
“The MNC soft drink brands account for 90 percent of the market, while there are only three local brands in Tamil Nadu that sells the remaining 10 per cent. It is possible that people would boycott these brands, but it will be difficult for the ones here to step up manufacturing at such short notice,” Tamil Nadu Chamber of Commerce and Industry president N Jegatheesan said.
By Premji
