Cola getting its Karma-Uppance?

One of the greatest marketing successes of our times, at least in the developed world, is bottled water. There may be reason for people in some countries, such as India, to be chary of what emanates from their taps at home and opt for the same liquid ensconced in a clean plastic bottle with a brand name, even if some sport outrageous price tags. But where tap water is routinely regarded as drinkable — or "potable" — the lure of more expensive bottled versions is rather counterintuitive.

It also sounds positively Marie Antoinette-ish for people to drink carbonated soft drinks when and where water of both varieties is easily available. Nevertheless, that is what happened for decades till water started percolating back into the public consciousness. So, it is heartening that in the US — the janmabhoomi and karmabhoomi of cola — bottled water sales have finally pipped that of aerated beverages by about a billion litres, according to latest figures.

It is also no coincidence that cola companies have been selling bottled water for a while now. Though the fizzling out of carbonated colas may be good news for dental hygiene, among other benefits, a consequent increase in demand for "exotic" water, however, will cause an increase in carbon footprint — unless local water sources are upgraded enough to be tapped, of course.