Coffee, Tea or Pee?
In late 1970s when I was in graduate school in New Jersey, the late prime minister of India, Mr. Morarji Desai, was the focus of a CBS 60-minutes interview extolling the virtues of drinking urine. It provided Pakistani students an opportunity to embarrass our fellow students and friends from India. When our Indian friends showed up for a visit, my roommate politely asked them whether they would like to have "coffee, tea or pee". It was all in good fun and we all laughed it off.
Fast forward thirty years. The joke appears to be turning into reality with the expected launch of a drink "Gau Jal" in India. It is being touted as the "Hindu Nationalists' answer to Coke" by the RSS.
"Don't worry, it won't smell like urine and will be tasty too," Om Prakash of the RSS told The Times from his headquarters in Hardwar, one of four holy cities on the River Ganges. "Its USP will be that it's going to be very healthy. It won't be like carbonated drinks and would be devoid of any toxins."
Many Hindus consider cow urine to have medicinal properties and it is often drunk in religious festivals.
Since 2001, the RSS and its offshoots – which include the opposition Bharatiya Janata Party – have been promoting cow urine as a cure for ailments ranging from liver disease to obesity and even cancer.
The Hindu organization, which aims to transform India's secular society and establish the supremacy of a Hindu majority (often referred to as Hindutva), said it had not yet decided on a name or a price for the drink.
My marketing suggestion to the RSS is to brand this new concoction as "Desai Cola" in honor of the late Indian prime minister who was the first to promote the benefits of urine to the world on a major TV show. The ads for this new invention should boldly ask the prospects, "Does your Pepsi lack pep? Is your Coke not the real thing?" And then offer "Desai Cola" as the answer. In spite of its "medicinal properties" the RSS should price it competitively with other cola drinks such as Coca Cola and Pepsi Cola to rapidly gain a large market share. The RSS should also consider hiring some of the smart middle-class Indian graduates from Harvard Stanford and Wharton Business schools, kids with certifiable RSS sympathies, to give their product international recognition.
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