Move over Pepsi and Coke, there's some new competition on the shelf.
India's Hindu nationalist movement is launching a new soft drink made from cow urine.
The bovine brew is in the final stages of development by the Cow Protection Department of the Rashtriya Swayamsevak Sangh (RSS), India's biggest and oldest Hindu nationalist group, according to the man who makes it.
Om Prakash, the head of the department, said the drink — called "gau jal," or "cow water" — in Sanskrit was undergoing laboratory tests and would be launched "very soon, maybe by the end of this year."
"Don't worry, it won't smell like urine and will be tasty too," he told the Times of London from his headquarters in Hardwar, one of four holy cities on the River Ganges. "Its USP will be that it's going to be very healthy. It won't be like carbonated drinks and would be devoid of any toxins."
The drink is the latest attempt by the RSS – which was founded in 1925 and now claims 8 million members – to cleanse India of foreign influence and promote its ideology of Hindutva, or Hindu-ness.