# Holy Yellow Soda India's Unusual Cow Urine Soft Drink By Alex Covert | Published 2009-02-14 | World Source: Trend Hunter, https://www.trendhunter.com/trends/holy-yellow-soda-indias-cow-urine-soft-drink References: [timesonline](http://www.timesonline.co.uk/tol/life_and_style/food_and_drink/article5707554.ece) Way back in April 2007, [Trendopoly](http://www.trendhunter.com/trends/cow-urine-used-to-purify-children) reported on the use of cow urine to purify bad children. In India, cows are sacred… and apparently, so is their pee. This must be the reasoning behind a new product--[soda pop made from cow urine](https://www.trendhunter.com/trends/pizza-soda). One of India’s biggest and oldest [Hindu nationalist groups](https://www.trendhunter.com/trends/parag-milk-foods), the Cow Protection Department of the Rashtriya Swayamsevak Sangh, is developing the *gau jal*, or “cow water,” to promote its ideology of Hindutva. ## Trend Insights (Trend Hunter) - Score: 1.9/10 - Popularity: 4% | Activity: 44% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [World](https://www.trendhunter.com/world) > [Bizarre](https://www.trendhunter.com/bizarreworld) ## Key Themes ### Key Themes Behind This Trend - **Cow Urine Products:** The trend of creating products made from cow urine is on the rise in India, presenting an opportunity for companies to innovate in this emerging market. - **Religious-based Products:** The trend of creating products based on religious beliefs is gaining popularity, creating an untapped market for companies to explore. - **Alternative Beverage Industry:** The trend of exploring alternative ingredients to create beverages is growing, offering an opportunity for companies to develop new and unique product lines. ### Where This Applies - **Food and Beverage Industry:** The food and beverage industry in India is ripe for disruption as companies develop alternative products to cater to new trends and beliefs. - **Religious Industry:** The religious industry in India is an emerging market that is still untapped, offering a chance for companies to develop new products based on spiritual beliefs. - **Health and Wellness Industry:** The health and wellness industry in India can benefit from the trend of using natural ingredients and offer alternative beverage options made from herbal, ayurvedic formulations. ## Related on Trend Hunter - [Mission-Driven Alt Milks](https://www.trendhunter.com/trends/oatish.md) - [Probiotic Animal-Free Yogurt Drinks](https://www.trendhunter.com/trends/drinkable-yogurt-alternative.md) - [Indian-Inspired Sparkling Drinks](https://www.trendhunter.com/trends/bollygood.md) - [Sauce-Inspired Sodas](https://www.trendhunter.com/trends/olipop-and-hidden-valley.md) - [Dog-Friendly Sodas](https://www.trendhunter.com/trends/jones-craft-dog-soda.md) - [Dirty Soda Drive-Thrus](https://www.trendhunter.com/trends/soda-drive-thru.md) - [Carbonated Milk Sodas](https://www.trendhunter.com/trends/ps-milk-sodas.md) - [Nutrient-Focused Milk Farms](https://www.trendhunter.com/trends/kalyya-farms.md) - [Alcoholic Lemon-infused Beverages](https://www.trendhunter.com/trends/lemondou.md)