Sachin Tendulkar the seven star cricketer of India had all praise showered on him for refusing to endorse an alcohol brand, even for a sum of Rs 20 Cr. But the hand which refused to put the signature on a more known harmful  alcohol brand ,easily signed for no less harmful cola brand for an equal endorsement amount of Rs20 Cr. Sachin did not lose the Moolah but he has lost the moral ground.

Colas have proved harmful on the health of children and youth who are heavy consumers of this drink. Studies have shown that cola is responsible for obesity among children and youth. The high sugar content , about ten teaspoonfuls in a single drink , are nothing but empty calories which causes the harmful effect on the young people.

Many elite and well informed schools in Mumbai have withdrawn from the shelves of their school canteen, this harmful drink the Cola.The acidic contents in the colas are so potent that farmers  in Hyderabad have found  these cola mixed with water as an effective  cheap substitute for expensive pesticides.

In the US an obesity tax have been levied on these Cola companies for the harmful effects that Cola causes on human health .

Sachin, when he feels morally wrong to endorse an alcohol brand for its  telling effect on the health of the young population of India on increased consumption due to the demonstration effect on his endorsement of the brand , he is equally wrong when he is endorsing a cola brand which too is no less harmful on  the health of the children and youth of this country.

India needs a young healthy population to  benefit from the demographic dividends. Cola companies are here for profits alone. In Kerala it was found that these cola companies have used up so much of underwater that the level of these water tables had fallen to an alarmingly low  level due to which  many farmers had lost their crops due to lack of this under water source .

Increased consumption of this toxic drink must be discouraged forthwith, else we are sure to face long term consequences of ill health of young population.

Iconic Celebrity Sachin Tendulkar, the heart throb of the young population  of this country , must not carry on his shoulder this burden of  promoting ill health among the same young population who admire ,  by endorsing the dangerous Cola.

Sachin should rethink on cola endorsement and withdraw the same and take a wow as he did for alcohol never to endorse the harmful   cola again.I am sure Sachin doesn’t want to watch a sick and unhealthy young India , cheering his next historical ton with a sick and hoarse voice .

Cheer up Sachin.Rethink on the cola . You have accomplished so much with the right . Why endorse the  wrong now.

You, Sachin, have earned so much more than a Pound, why lose them all for a few pennies more .

Take back the endorsement of the Cola and you will hear the healthy cheers of the young 20 Cr and more when you walk the pitch next time.