In a dramatic escalation of trade tensions spilling into symbolic protest, Lovely Professional University (LPU) Chancellor and Rajya Sabha Member of Parliament Dr. Ashok Kumar Mittal announced on Wednesday a sweeping ban on American soft drinks, including Coca-Cola, across the sprawling campus that houses more than 40,000 students.
Mittal, who declared the decision at Delhi’s Constitution Club after paying floral tribute at Rajghat, framed the move as the launch of a nationwide campaign he called “Swadeshi 2.0.” The boycott, he said, was a direct response to Washington’s recent decision to double tariffs on Indian exports, raising duties to as high as 50 per cent.
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Mittal stated that this is hypocrisy and bullying. If our forefathers could challenge colonial powers in 1905, we too must resist unfair practices today, invoking the legacy of leaders like Bal Gangadhar Tilak and Bipin Chandra Pal during the original Swadeshi movement.
Trade Tensions Rise Between India and the U.S.
The ban comes just as the U.S. decision, championed by President Donald Trump, officially took effect, sending ripples across Indian industry. While the U.S. remains India’s largest export destination, accounting for $87.4 billion worth of goods in 2024, the new tariffs mark one of the harshest measures imposed on a major trading partner in recent years.
India has maintained that safeguarding strategic autonomy remains a priority, particularly in areas such as energy imports from Russia. Analysts suggest that while the tariffs may dent India’s GDP by between 0.20% and 0.90%, domestic consumption, which forms nearly 60% of the economy, could shield New Delhi from deeper shocks.
Symbolic Protest or Emerging Movement?
Mittal argued that universities, as hubs of young opinion, should take the lead in sending messages of economic self-reliance. He stated that this is more than symbolic. If campuses across India join, the cumulative effect could be significant. Within hours of the announcement, LPU enforced the ban, pulling American beverages from all campus outlets.
For now, the boycott remains confined to a single university, but the broader question is whether Mittal’s “Swadeshi 2.0” resonates beyond LPU’s gates, and whether it becomes a new flashpoint in the already fraught economic relationship between New Delhi and Washington.