#PiramalPharma

2025-09-21

The Pharmakon of Coca Cola Capitalism: Paradigm of Thirst
Isha Ambani Piramal’s Campa Cola Ventures: Unpacking Dynastic Capitalism in the Ambani-Piramal Empire.
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This paper examines “Coca-Cola capitalism” through the Indian context, tracing its genealogy within globalization and cultural imperialism. It reconstructs Coca-Cola’s trajectory in India—entry in 1950, exit in 1977 under FERA disputes, the proliferation of indigenous soft drinks, and re-entry in 1993 after liberalization. The analysis then turns to Reliance Consumer Products, highlighting Isha Ambani’s relaunch of Campa Cola and investments in heritage brands like Sosyo, as a domesticated variant of this model. Termed “Ambani-Cola capitalism,” this formation replicates the global logics of branding, distribution, and resource extraction while consolidating domestic oligopoly. Ecological costs (water depletion, agricultural inputs, packaging waste, emissions, and community conflicts) and health risks (obesity, diabetes, cardiovascular disease) are foregrounded, alongside the contradictions of CSR projects such as the Piramal Foundation’s Sarvajal water ATMs. Drawing on Žižekian ideology critique, Lacanian psychoanalysis, and Derrida’s pharmakon, the paper argues that commodified consumption generates an ideological surplus that masks exploitation. The conclusion reflects on policy implications for environmental governance, community rights, competition, and corporate accountability.
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