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India's Hindu nationalist movement is working on creating a new soft drink to rival Coca-Cola and Pepsi. The main ingredient? Cow urine.

The Times Online explains the development of the beverage by the Cow Protection Department of the Rashtriya Swayamsevak Sangh (RSS):

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 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."

Stating that several colas are harmful to the extent that they can be substituted for pesticides, he asserted that their soft drink with cow urine will not only be natural but cost-effective too. "In addition to this, it will prove and justify the high stature accorded to a cow in Indian culture."

Cow urine, in fact, ranks quite high on the RSS list of priorities. "We discuss its importance at various meetings and public programmes. We have also been circulating pamphlets about its medicinal value," said Om Prakash, who has been actively involved in the task of cow protection and promoting bovine urine for the last four decades.