Globalpost correspondent Jason Overdorf says there is a new concept in the Indian soft drink market: a cow urine-based beverage touted as the elixir of choice for Hindu nationalists.

The Rashtriya Swayamsevak Sangh, the paramilitary group behind the drink, say gau jal, or "cow water," has many healthy properties and is reckoned to fight various diseases. With the final recipe currently in Lucknow "for testing" it still may be awhile before Coke is edged out of the subcontinental market.