Coca Cola states that all its practices have been ethically sound and of the highest morals. This is seldom the truth when one researches the various cases of violations filed against the company. Ethical image is built by repetitively indulging in ethical practices, obeying ones social responsibilities and giving back to the community. By deliberately getting involved in protests and lawsuits for unethical practices and violating relevant legislations, Coca Cola continues to lose its decades of work on building its global image. For example, for its repeated violation of water usage in Tamil Nadu state in India, Coca Cola has been boycotted by a million traders for generating water scarcity in the state. This comes because it uses 400 litres of water to manufacture only 1 litre of the fizzy drink (Doshi, 2017). This is a grave violation of one’s moral and social responsibility. This has dented the company’s image on a repetitive basis. Sooner it may only remain confined to areas where it can continue its violations without any signs of intervention. In another violation, the company breached 27 conditions of the Clean Air Act in Michigan while manufacturing. It has settled the case and the fine imposed (Bouckley, 2014).