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Now Coke goes fruity to give Indian farmers jobs
Coke will now be fruity or fruit based also. The cola giants Pepsi and Coke, which have earlier made news for all the wrong reasons in India - remember the days of the Cola and Pesticides story when CSE's Sunita Narain took them to task and almost got them banned - are now heeding to Prime Minister Narendra Modi's call to help Indian farmers by producing fruit-based drinks and adding their might to the Make In India campaign.
The Prime Minister who went on appeal to the Cola giants to provide help to Indian farmers in selling their fruits will hopefully see some results on the fruit processing front in the nation with these two companies getting down to business.

For the Cola giants a new fruit based drink would be a blessing in disguise as it would provide nutrition in their drink too. It has long been argued that soft drinks do not provide any nutrition and are just coloured water sweetened with imported sugar made out of maize.

There was also a feeling in India that fruit juice is being made locally. But most of the fruit based drinks in the country are made from imported fruits as the fruit produced in the nation by most farmers is table fruit and not fruit meant for processing.

This means the agriculture ministry will also have to get into the act and educate farmers on what fruit to produce for the processing market.

If the programme takes off it could benefit several states where the Cola giants are based and bring in a shot in the arm for the sugar industry as well if cane sugar is used in the products.

Of late there had been several complaints that fake bottling of Cola had been set up in several parts of India and the product was becoming unsafe for consumption. By using fruit as a base the product will become difficult to imitate in the market as well and provide Indians with a healthy drink.

The foreign investor was losing hope in the growth dream being promoted by the government. This is because there are several sectors in India which need to be exploited and the fruit and food processing industry is one of these sectors.

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