Lovely Professional University (LPU) Chancellor Ashok Kumar Mittal is warning of a boycott of American soft drinks on the university's campus in response to a recent tariff hike imposed by the United States on Indian goods. Mittal, who is also a Rajya Sabha MP and an Aam Aadmi Party leader, has issued an ultimatum stating that if the 50% tariff increase is not revoked by August 27, all American soft drink and beverage companies, including Coca-Cola and PepsiCo, will be banned from LPU's campus, which houses over 40,000 students.
Mittal's strong stance follows an open letter addressed to U.S. President Donald Trump on August 7, in which he described the tariff hike as "unfair" and "disruptive". In the letter, he questioned the potential consequences if 1.46 billion Indians were to initiate a strategic restriction of U.S. businesses, a statement that has sparked debate among universities and youth organizations across India, with some considering similar restrictions on American products.
Reiterating his position, Mittal stated that India's economic dignity cannot be compromised. He emphasized that his decision to ban American beverage companies from LPU is not targeted at any single brand but is a symbolic assertion of India's rising role in global affairs. Mittal argues that India is no longer a passive participant in international trade but a force that holds self-respect at its core. He views the tariff as a penalty for trading with Russia, which he deems unacceptable, especially since the U.S. continues similar practices.
Mittal's remarks come after President Trump's meeting with Russian President Vladimir Putin in Alaska, an event that has reportedly increased international pressure on Washington to reconsider its stance toward India. Mittal cautioned that any trade imbalance would hurt the United States more than India. He has urged global leaders to move beyond zero-sum tactics and seek peaceful solutions.
Mittal's stance has resonated with many, including some eminent Americans, such as former Secretary of State John Kerry, who have condemned the tariff hike. Concerns have been raised that a boycott by India could be more damaging to America than to India. Mittal clarified that the U.S. increased the tariff to 50% to penalize India for its trade with Russia, calling it hypocrisy, questioning why the U.S. and its allies are not held to the same standard. Mittal has called for constructive dialogue to discuss the possibility of revoking the tariff hike and reaching a fair decision for India. He has emphasized that India's economic dignity cannot be compromised.
The LPU Chancellor urged President Trump to roll back the decision and return to the principles of dialogue, not diktats. He also highlighted that American companies generate more than $80 billion annually from the Indian market across various sectors, including tech, education, finance, and IP. Mittal concluded his letter to Trump by advocating for diplomacy and cooperation over reciprocal tariffs, urging a future shaped by respect, resolve, and a renewed commitment to a rules-based global order.
