The Indian Medical Association (IMA) is at the eye of storm for its alleged move to endorse PepsiCo's Tropicana juice and Quaker oats. The IMA, an 80-year-old national organisation of doctors of modern scientific system of medicine, has risked the wrath of union health minister Anbhumani Ramadoss. The IMA, however, has paid scant attention to Ramadoss' criticism and sees no harm in promoting oatmeal, which is a cholesterol reducing food. The 1,76,000 strong body of doctors, has denied reports of receiving a payment of Rs 50 lakh for the endorsement.