On October 17, 2024, a group of activists in New York City launched the “Tata Bye Bye” campaign, demanding the removal of Tata Consultancy Services (TCS) as the lead sponsor of the New York City Marathon. The movement accuses TCS of supporting Israel’s military operations and its occupation of Palestinian territories through various subsidiaries.
Organized by the South Asian Left (Salam), the campaign calls on the New York Road Runners (NYRR) to sever its ties with TCS, which has sponsored the marathon since 2014. The TCS New York City Marathon is the world’s largest marathon, with more than 51,000 participants in 2023. Activists argue that Tata’s alleged provision of IT services and cloud storage to the Israeli military contributes to the repression of Palestinians, including in the occupied West Bank and Gaza.
Aman, one of the campaign organizers, stated, “The NYRR should cut ties with TCS given the company’s deep involvement in Israel’s defense projects and ongoing support for military operations in occupied Palestinian territories.” The group accuses Tata of embedding itself in Israel’s “apartheid economy,” claiming that its services facilitate surveillance and control over Palestinians.
Tata Group’s ties with Israel stretch back to 2008, when it partnered with Israel Aerospace Industries (IAI) to co-produce defense equipment. Tata’s investments in Israeli startups and defense collaborations have drawn criticism for allegedly strengthening Israel’s military capabilities.
The “Tata Bye Bye” campaign coincides with a period of heightened global protests and increased calls for boycotts of companies perceived as supporting Israel amid the escalating Gaza conflict. Consumer boycotts against brands like McDonald’s and Starbucks have intensified as these companies face accusations of aiding Israeli military actions.
Since the start of the conflict on October 7, 2023, Israeli airstrikes have reportedly killed 42,603 Palestinians and injured 99,795. The recent bombardment of Beit Lahiya in northern Gaza resulted in over 87 dead or missing, while the ongoing siege of northern Gaza has cut off supplies to approximately 400,000 residents. In southern Gaza, Oxfam reported that four water engineers were killed in an Israeli airstrike near Khan Younis.
The launch of the “Tata Bye Bye” campaign draws attention to Tata’s role in supporting Israel’s military efforts and aims to hold corporations accountable for profiting from military occupations. Activists hope to pressure both NYRR and TCS into cutting ties, amplifying calls for solidarity with the Palestinian cause amidst the ongoing humanitarian crisis.
