Activists call for Tata group's removal as NYC marathon sponsor over Israel ties

A group of activists launched the “Tata Bye Bye” campaign on October 17, 2024, in New York City, urging the removal of Tata Consultancy Services (TCS) as the lead sponsor of the New York City Marathon due to its alleged involvement in Israel's military operations.

The campaign, organised by the South Asian Left (Salam), stated that Tata, through its subsidiaries, supports the Israeli military and its occupation of Palestinian territories.

The TCS New York City Marathon, organised by New York Road Runners (NYRR), is the world’s largest marathon, with over 51,000 participants in 2023.

Activists accuse Tata of providing IT services and cloud storage to the Israeli military, which they argue aids in the repression of Palestinians.

Aman, an organiser with Salam, called for the NYRR to cut ties with TCS, citing the company's deep involvement with Israel’s defense projects and its support of military operations in the occupied Palestinian territories.

Tata Group’s investments in Israeli start-ups and defense partnerships have also been criticized, with claims that it helps strengthen Israel’s military capabilities.

The campaign builds on previous protests, such as those from Amazon and Google employees over their companies' involvement in Project Nimbus, which provides cloud services to Israel’s government and military.

Salam emphasized that TCS’s services enable Israel’s surveillance and control over Palestinians, embedding the company in Israel’s "apartheid economy."

Tata’s involvement in Israel dates back to 2008 when it partnered with Israel Aerospace Industries (IAI) to co-manufacture defense products.

India, one of Israel's largest buyers of military technology, has expanded ties with Israel since normalizing relations in 1992, particularly in defense.

The launch of the campaign comes at a time of global protests and growing calls for boycotts of companies perceived to support Israel amid the ongoing Gaza conflict.

Consumer boycotts against brands such as McDonald’s and Starbucks have intensified as these companies face accusations of supporting Israeli military actions.

The “Tata Bye Bye” campaign seeks to raise awareness about Tata’s role in supporting Israel and to push for accountability among corporations profiting from military occupations.

Mounting pressure comes as over 87 Palestinians are dead or missing following Israeli airstrikes on Beit Lahiya, northern Gaza, with rescuers still recovering bodies.

The Israeli military continues its siege of northern Gaza, cutting off essential supplies for 400,000 residents. In southern Gaza, Oxfam reports that four water engineers were killed in an Israeli strike near Khan Younis.

Since October 7, 2023, Israeli attacks have killed 42,603 Palestinians and injured 99,795.

Activists hope to pressure NYRR and TCS into severing ties, amplifying the voices of those standing in solidarity with the Palestinian cause.