Coca-Cola India is to drop the endorsement by medical experts on its Kinley water brand to meet criteria set out by the government on packaged water.

New government regulations state: "No claims concerning (preventive, alleviative or curative) effects shall be made in respect of the properties of the product covered by the standard." It also says that: "Claims of other beneficial effects related to the health of the consumer shall not be made."

Although no date has been fixed for its advertising campaign, Coca-Cola has also said that all television and print advertisements will be revamped. But Business Line reported that Kinley will continue to be positioned as a "safe and pure drinking water."

As part of the government's mandatory ISI certification that packaged water companies are to conform with, Coca-Cola India expects to receive its license from the Bureau of India Standards this week.