Daijiworld Media Network - Punjab

Punjab, Aug 28: Lovely Professional University (LPU) in Punjab has officially banned all American soft drink brands from its campus starting August 27, the same day US President Donald Trump’s new tariff regime on Indian goods came into effect, pushing total duties close to 50%.

The announcement was made by Rajya Sabha MP and LPU’s founder-chancellor, Ashok Kumar Mittal, during a press conference held in New Delhi. Mittal, who represents the Aam Aadmi Party (AAP), called the decision a symbolic act of resistance and urged all Indians to join what he dubbed the “Swadeshi 2.0” movement — a nationwide call to boycott American products in response to what he described as “unjust and aggressive economic policies” by the U.S. government.

In a statement from his office, Mittal directly linked the soft drink ban to the recent tariff escalation by the Trump administration, which saw duties on Indian imports doubled — marking one of the steepest trade barriers the U.S. has imposed on any nation.

When pressed for details, LPU officials confirmed that Coca-Cola and PepsiCo products are the initial targets of the ban. The university, which has over 40,000 students, has already begun enforcing the policy across its sprawling campus.

“While the U.S. and its allies continue energy trade with Russia, India is being unfairly penalized for prioritizing its own strategic interests,” Mittal said. “Our university is taking a stand, and I’m inspired by the overwhelming public support we’re receiving.”

Mittal and his wife, Rashmi Mittal — the university’s pro-chancellor — are leading the institution's operations, and both have aligned the university’s stance with a broader nationalistic sentiment.

Mittal also penned an open letter to President Trump, condemning the tariff hike as counterproductive and hostile. “You called India a ‘dead economy,’ yet this ‘dead’ economy is the fourth largest globally — and growing faster than any other major nation,” he wrote, while pointing out that U.S. firms generate over $80 billion annually from the Indian market across sectors like education, finance, tech, and intellectual property.

He urged the U.S. to adopt a more cooperative approach: “Choose dialogue over discord, coordination over coercion.”

By banning American soft drinks, Mittal believes LPU is sending a clear message — that India will not yield to external pressure or economic strong-arming.

“This isn’t just about sodas,” he concluded. “It’s about sovereignty, fairness, and national dignity.”