Lovely Professional University Sparks ‘Swadeshi 2.0’ Movement with Ban on American Drinks
Lovely Professional University bans American drinks as Dr. Ashok Kumar Mittal launches Swadeshi 2.0 to protest against US tariff hike on Indian exports.
Lovely Professional University Bans American Drinks in Protest Against US Tariff Hike, Launches ‘Swadeshi 2.0’ Movement
Lovely Professional University (LPU) has once again made headlines, this time by taking a bold stand against the recent tariff hike imposed by the United States on Indian exports. The university, led by its Founder-Vice Chancellor and Rajya Sabha MP from the Aam Aadmi Party, Dr. Ashok Kumar Mittal, has announced a complete ban on all American soft drinks including Coca-Cola from its campus. This announcement marks the beginning of what Dr. Mittal calls a nationwide ‘Swadeshi 2.0’ movement, a revival of the historic Swadeshi spirit that shaped India’s freedom struggle in 1905.
The decision comes in the wake of the US government’s move to increase tariffs on Indian exports to a steep 50 percent, doubling the existing 25 percent tariff. This has escalated tensions between India and the US on trade-related issues, with Indian industries bracing for potential losses in several key sectors. Dr. Mittal, terming the US decision as “hypocrisy and intimidation,” declared that India should not bow down to such unfair treatment. His call for action was not just limited to the campus but extended to the entire nation, encouraging Indians to adopt local alternatives over foreign goods.
While addressing the media at the Constitution Club in Delhi after paying floral tributes at Rajghat on Ganesh Chaturthi, Dr. Mittal explained the significance of this symbolic boycott. He emphasized that the message is clear—India will not bow down under pressure. By banning American soft drinks, LPU intends to inspire young students and citizens to rethink their choices and stand united in safeguarding India’s economic interests. This action, he added, was not just a boycott but a way to remind people of the sacrifices and determination that once led to India’s independence.
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Drawing inspiration from stalwarts like Bal Gangadhar Tilak, Lala Lajpat Rai, Bipin Chandra Pal, and Aurobindo Ghosh, Dr. Mittal invoked the Swadeshi spirit, highlighting how the movement of 1905 empowered Indians to reject foreign goods and strengthen local industries. He said that in today’s context, a similar collective movement can help India counter economic pressures from global powers. The emphasis on ‘Swadeshi 2.0’ is not merely about banning a few products but about reigniting the sense of self-reliance and national pride.
The step taken by Lovely Professional University may seem symbolic at first glance, but its impact could resonate much beyond the boundaries of the campus. As Dr. Mittal rightly pointed out, if this move becomes a nationwide practice, it could negatively affect the US economy, sending a strong message that India is capable of resisting unfair trade restrictions. Such a movement could not only protect India’s economic interests but also promote indigenous brands and create new opportunities for local entrepreneurs.
Trade tensions between India and the US have been steadily rising, especially after Washington’s decision to implement higher tariffs under the leadership of then-President Donald Trump. By targeting Indian exports, the US risks creating a deeper rift in bilateral relations. For India, however, this challenge presents an opportunity to revisit its economic policies, strengthen its domestic industries, and rally citizens toward self-reliance.
Lovely Professional University’s bold step has sparked conversations across the nation about the importance of choosing local over global, especially in times of economic pressure. By involving students, who represent the future of the country, LPU is setting a precedent for educational institutions to play a proactive role in shaping national identity and economic resilience. Dr. Mittal’s initiative has been welcomed by many as a call for unity and strength at a time when India’s trade interests are under attack.
In essence, the decision by LPU is more than just about banning soft drinks—it is about reigniting a movement, a modern-day Swadeshi 2.0, that reminds India of its strength and capacity to stand firm against external pressures. If widely adopted, this could mark the beginning of a larger economic shift, where the power of consumer choice drives both self-reliance and national pride.
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