Since August 27, 2025, LPU has been prohibited from vending Coca-Cola, Pepsi, and other American soft drinks. The stricture was imposed in retaliation for the United States' 50 percent tariff on Indian products, one of the highest tariff escalations in recent times. Dr. Ashok Kumar Mittal, an Aam Aadmi Party (AAP) member of the Rajya Sabha, is the university's founder.
As a reaction to the U.S.'s what he calls ‘unfair’ trade methods, Dr. Mittal has begun the ‘Swadeshi 2.0’ campaign. He points to the U.S. as an example of hypocrisy in foreign policy, saying the U.S. continues to trade with nations like Russia while imposing high tariffs. LPU indicates that with the ban on American soft drinks, India will stand firm in resisting external economic pressures.
Taking action to ban American soft drinks is a blatant gesture for a more profound concern: economic sovereignty and the cost to India's national dignity. Dr. Mittal draws on the example of the 1905 Swadeshi movement, which called for a boycott of products under the Swadeshi movement to lift Indian industry and fight colonialism.
He calls on all Indians to participate in Swadeshi 2.0 and emphasizes the importance of using Indian products and reducing the use of imported goods.
The boycott has garnered significant attention and support throughout India, with several youth groups and universities considering following suit. Dr. Mittal suggested taking a more measured approach to U.S. companies, a stance gaining traction among many people, including global personalities such as former U.S. Secretary of State John Kerry, who is concerned about the tariff hike.
With an enrollment count exceeding 40,000, LPU is a private university and a distinctive higher education institution in India. Such an institution’s decision enables others to evaluate their usage of international goods, especially considering the prevailing national economic strategies.
For now, the consequences may be negligible for American companies. Still, the shift in consumer preferences and the trade relations of India and the US might be impacted in the future.
In summary, the decision to eliminate American soft drinks from LPU’s campus - soon to be emulated by other institutions - speaks loud and clear about India's economic self-determination. It heightens the cry for citizens to turn aggressive in supporting local industries, especially during difficult international trade times.