An open letter to AB, AK, AR, KK, SRK, SRT, and the rest of the Indian cricket team and bollywood asking whether it is appropriate that they continue to endorse a product that dumps huge externalities on local communities, exploiting their rights and oppressing them.

Dear AB, AR, KK, AK, SRK, SRT, stars of Bollywood, members of Indian Cricket team

You earn lakhs if not crores of Rupees every year from your work. Millions of Indians living in India and abroad look up to you, picking up your every move, idolizing every idiosyncrasy. Yes it can have its difficulties but it is a life you have chosen – to be a superstar, the closest things to divinity in the lives of many.

And yet, you are willing to earn lakhs more endorsing a product that is not only unhealthy but is based on processes that bring profit to these companies only because they are able to dump humongous externalities on people who can neither protect themselves nor protest the injustice.

It is Coca Cola and Pepsico that I speak of.

They have affected the quality and quantity of water in numerous communities around their bottling plants. By dumping toxic waste as fertilizers – a charge they initially denied but now accept – they have affected farmlands and water tables. The food cycle has been contaminated with toxic heavy metals.

Water levels have fallen in almost every site around their plants. They counter these facts – accepted by the court of Kerala even in the verdict that went in favor of Coke – with PR spin.

They have fudged numbers to evade taxes in the order of crores, they have taken over community land illegally and have failed to vacate despite court orders. Panchayat leaders and directors of pollution boards have been indicted on charges of bribery in related cases but the companies stay faultless owing to friends in high places.

The joint parliamentary committee report held them liable and stopped serving these drinks within the national parliament but beyond that was unwilling to do much.

The strength of these companies has muted protests of communities.

And you, dear stars, idols of the masses, who portray the voices of the common man in movies, who claim to love your people and country now endorse these products? While common people participating in peaceful, democratic movements for their right to access water have been made victims of false charges by these companies, you are willing to go on TV and urge people to buy their products? Where is your sense of ethics, your love for the people?

Or has that been sold for a few lakhs?

Maybe you truly believe it when Coke and Pepsi tell you that they are being victimized, that they are really not exploiting these communities. But surely you know how easily they can put a spin on things and convince people – after all, they are able to buy your endorsements!

Perhaps you should take a couple of days and visit Plachimada, Mehdiganj, Kaladera, Sivaganga, Gangaikonda and numerous other places, talk to the people affected there, see how they are affected and then make your endorsements.

Related Articles:
Related Links
Justice for A People's Voice
Kerala Communities Declare Cola Free Zones
Opposing Coca Cola in Gangaikondan
Who Does the Government Serve: Coca Cola Tales