A Coca-Cola factory in Ayodhya, Uttar Pradesh, has come under fire for forcibly removing the sacred Kalava threads from its Hindu employees. The factory, managed by Amrit Bottlers Private Limited, which bottles beverages for the global soft drink giant, is facing severe backlash for what many see as a gross violation of Hindu religious sentiments.
This incident, which took place on September 21, 2024, came to public attention after a disturbing video surfaced on social media on September 23, showing a security guard at the factory gate cutting off the sacred Kalava threads worn by Hindu workers as they entered the factory premises. The footage, which quickly went viral, shows the guard removing and discarding the religious threads in a manner many described as disrespectful and humiliating.
The Kalava, often tied during religious rituals or as a sign of blessings from a priest, holds deep significance in Hindu culture, symbolising faith, protection, and a connection to the divine. The forced removal of this sacred thread from the wrists of workers at a factory located in Ayodhya—a city revered as the birthplace of Bhagwan Ram—has only intensified the sense of outrage. Ayodhya is not only a religious city for Hindus but also a symbol of their spiritual and cultural heritage.
Once the video became widely circulated, the factory came under intense scrutiny, and public anger erupted both online and in religious communities. Social media platforms were flooded with posts condemning Coca-Cola for its insensitivity towards Hindu religious practices. Many people called for a boycott of Coca-Cola products, demanding that the company take full accountability for the incident. The fact that this act of religious insensitivity occurred in Ayodhya, a city with profound religious significance, made it all the more troubling for many.
The incident has sparked calls for stricter corporate oversight and greater respect for local religious practices by multinational companies operating in India. Many viewed this as an example of how global corporations fail to understand or respect the cultural and religious sensitivities of the regions in which they operate. The hashtag #BoycottCocaCola trended on social media as the outrage reached a fever pitch.
Adding to the public anger was Coca-Cola’s initial refusal to issue a statement or offer any apology, which only further inflamed emotions. The company’s reluctance to immediately address the situation led to accusations of indifference toward Hindu sentiments. As the social media uproar intensified and public pressure mounted, Coca-Cola was eventually forced to respond.
In its belated clarification, Coca-Cola attempted to explain the incident by citing factory safety regulations. According to company representatives, workers were prohibited from wearing accessories like bangles, rings, bracelets, and wristwatches in certain areas of the factory to prevent contamination during the beverage production process. These safety measures, the company argued, were in place to ensure that foreign objects did not compromise the quality of the products.
Sachchidanand Tiwari, a security officer at the factory who witnessed the incident, stated, “Factory rules mandate that workers cannot wear items that may contaminate the beverages in the process area. This includes jewelry or any thread that could fall into the water or packaging materials.”
While this explanation was aimed at deflecting responsibility, it did little to calm the public’s fury. Many saw the company’s justification as insensitive and inappropriate, arguing that the Kalava is a sacred religious symbol, not mere adornment, and should not be equated with jewelry like bracelets or wristwatches.
Amidst the mounting public outcry, the factory moved to dismiss the security guard responsible for the incident. Arjun Das, the public relations officer for Amrit Bottlers Private Limited, admitted that the security guard’s actions were beyond what was required and violated factory protocols. According to Das, the rule prohibiting accessories should only have been enforced in the procedure unit, where workers have direct contact with production materials. The security guard’s decision to enforce the rule on all employees, regardless of their role in the factory, was excessive.
“We acknowledge that the Kalava is of deep reverence in Sanatan Dharma and should not have been treated like any ordinary accessory. The guard has been dismissed for overstepping his duties,” said Das in a statement aimed at damage control. However, for many, this apology came too late and was seen as a mere attempt to placate the growing anger.
Tiwari also clarified that neither Coca-Cola nor Amrit Bottlers Private Limited had issued any instructions to forcibly remove the sacred threads. He emphasised that the company respects the religious beliefs of its employees and will ensure that no such actions are taken in the future.
“If this incident has hurt anyone’s religious sentiments, I sincerely apologise,” said Tiwari in a statement. However, this apology has done little to quell the public’s anger, as many continue to see the incident as a sign of growing insensitivity toward Hindu beliefs in the corporate world.
The incident has reopened the debate around the treatment of Hindu religious symbols in public spaces and workplaces. Many on social media have labeled the incident as an example of “Hindumisia,” a growing term used to describe anti-Hindu sentiment. Social media platforms were filled with posts equating the act to historical instances of religious oppression, with some even drawing parallels to the atrocities committed against Hindus in Kashmir, where symbols of Hindu faith, like the Janeu (sacred thread worn by Brahmins), were desecrated.
As public outrage continued to grow, many began calling for government intervention. Prominent voices on social media, including political leaders and religious figures, urged Uttar Pradesh Chief Minister Yogi Adityanath to take strict action against the Coca-Cola factory. Some demanded that the factory be sealed or shut down as punishment for what they viewed as a serious affront to Hindu religious beliefs.
