Religious Fundamentalism
Hinduism
There is an ongoing campaign against foreign interests in India. The Hindu fundamentalist party, Rashtriya Swayamsevak Sangh (RSS) has had a campaign against Coke and Pepsi, as part of a larger movement to boycott the sale of foreign goods in India. RSS officials claimed that Coke and Pepsi were the most visible symbols of the transnational corporation invasion of India. This campaign by the RSS successfully tapped into the fears that Indians had about the globalization of their country.