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Lassi is a hit as mercury rises in Amritsar
by Ravinder Singh Robin

          Amritsar: Indian drinks are giving the multi-national soft drinks a run for their money in Amritsar, even as the temperature soars across the country during the summer. People in north India particularly prefer the cool curd-based drink called "Lassi" to aerated soft drinks marketed by multinationals like Coca Cola and Pepsi. Here in the city of the Golden temple, the general public is thronging lassi and other soft drinks stalls to seek respite from the enervating heat. Locals here say that as far as Lassi is concerned, no other drink comes close as a substitute for quenching one's thirst. What, however, disturbs fanciers of Lassi is Generation Next's wholehearted support for cold soft drinks. "Cold drinks are harmful. It has pesticides as well. We are drinking it because the kids were insisting for it," said Pritpal Singh, a local. Some are also afraid of the side affects of these artificial beverages. The northern plains are in the grip of a severe heat wave, with the states of Punjab and Rajasthan recording temperatures of above 40 degrees Celsius.

          Medical practitioners have recommended the consumption of low-fat buttermilk instead of cold drinks, as it is healthy and nutritious. "When compared to soft drinks, we always recommend Lassi, and especially butter less Lassi. It has high nutrition value and doesn't have fat contents which can cause obesity and other problems," said H. P. Singh, a cardiologist. Lassi is affordable as it costs just 10 to15 rupees a glass. It has so far maintained its niche market despite the presence of soft drink majors like Pepsi and Coke. A study by an Indian environmental group, Centre for Science and Environment (CSE) had earlier found presence of toxic elements beyond permissible limits in aerated drinks manufactured by MNC's like Coke amd Pepsi. A Parliamentary panel had endorsed that study though soft drink majors claimed that the drinks were safe.
-May 9,  2007