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India, remains a priority market for cola with its GDP (gross domestic product) growing annually at 7.5% and the middle income group''s disposable income increasing. In 2003, following an analysis on bottled water manufactured by the cola companies, CSE (Centre for Science and Environment), through its lab, PML, had released a report stating that colas contained four toxic pesticides, Lindane, DDT, Malathion and Chlorpyrifos, in quantities far exceeding allowable limits. These pesticide residues, PML reported, could cause cancer, damage the nervous and reproductive systems, cause birth defects and disrupt the immune system. The cola companies refuted the allegations and confirmed that their drinks are safe to consume and since there is no regulation on pesticide content in soft drinks, they had not violated any law. The controversy led to public awareness campaigns and partial bans, restrictions and seizure of soft drinks from bottlers and stockists. The government constituted a Joint Parliamentary Committee which found that there were pesticide residues, which were ''unsafe for young, vulnerable sections of Indian population'' and suggested that the government set standards for allowable pesticide content in soft drinks through the BIS (Bureau of Indian Standards), its agency for standards, and make them legally enforceable. The CSE claimed that the standard setting procedure was stalled by a government initiative and resumed its series of testing in 2006, with widespread collection of samples from various regions and brands of soft drinks from different manufacturing plants. The result published on 2 August 2006, created a huge furore in the country since it alleged that the soft drinks by the cola companies had more than 37 times the allowable pesticide content in their soft drinks and it was widely spread across the country and different brands. Apart from these pesticides, Caffeine and Aspartame, flavouring and sweetening agents in colas were also projected as being addictive and having genetic effects on human beings. Colas strongly denied the allegations and questioned the veracity of CSE''s report. The government constituted an expert committee, which after an analysis declared that the CSE report was inconclusive and not balanced, but affirmed to the country''s judiciary that before 2007, it would notify the standards for pesticide content in colas. The issue had not died down, but had ignited a serious health concern among the consumers in India, which could only be settled when the government sets enforceable standards for pesticide residue content.