Tamil Nadu says fizz off to Coca Cola and Pepsi after Jallikattu protests
CHENNAI: From Wednesday, the top multinational cola brands would become as scarce as the drinking water in Tamil Nadu that they are accused of exploiting, following the decision taken by the major traders associations in the State to boycott the products from March 1.
What began as one of the several issues raised during the confluence of agitations that was called the jallikattu protests grew in scope after many among the public began boycotting the cola products marketed by MNC giants Pepsi and Coca Cola. Soon, traders followed suit; some out of activism, many due to pragmatism.
The owner of Super stores in Koyambedu said though he was not a part of the trade association, he has decided against placing fresh orders because of the steady decline in demand. Shop keepers who used to sell 50-60 pet bottles began seeing the sales crash to single figures.
After the two major traders associations announced the boycott from March 1, shopkeepers stopped taking fresh stocks.
While the shopkeepers are divided on completely refraining from selling the coke drinks in the approaching summer, the steep fall in sales forced some to sell off their stock at throw-away price before the deadline. In fact, as the day grew closer, some even sold the softdrinks, priced at Rs 30 for a 600 ml bottle, at just Rs 10 on the roadsides of Kotturpuram in Chennai.
Speaking to Express, Vanigar Sangangalin Kootamaipu president AM Vikramaraja said all small traders would 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.
Other than the profits, an important factor for the shopkeeper to consider is the cooler that comes as part of the deal with the MNCs. If bought separately, some coolers cost up to Rs 1 lakh depending on the storage capacity.
Some like Lakshmanan S who runs a soft drink store at a commercial store in Thanjavur are hoping that the local brands like Bovonto, which are expected to gain due to the boycott, would also supply a refrigerator.
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