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The boycott of Pepsi and Coke at the time of the Iraq invasion in 2003 caused the sale of Pepsi and Coke products to plummet 50% in the Indian state of Kerala because of the high sense of collectivism in this area.
With India having a high power index score, Coke and Pepsi could run into problems with one class, or caste as they call it in India, buying their products and the other feeling distanced from the product because of people in a different caste. It could also make advertisement and harder because people have a hard time identifying with an advertisement and a product if it is too focused on one caste’s culture or consumed more by one caste...
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