Bollywood superstar Shah Rukh Khan has said that he would continue to endorse the Pepsi brand of Cola till it was legally allowed to be sold in India.

On the issue of pesticide residue found in Colas and the demand to ban them from different quarters, Shah Rukh said, "We live in a democratic country and each individual is allowed to do by abiding prescribed laws. Decisions cannot be taken arbitrarily. If they are banned, who are we to sell it," he added.

He said he was not a deciding factor on the issue of ban on colas.

"Decisions like these cannot be taken by those who pull down hoardings or those like me who are on them. This is not the way literate and educated people behave," he pointed out.

The superstar said he was not shying away from the products he endorses.

"Pepsi is a quality conscious company recognised worldwide. If somebody says it contains pesticides, cola companies will counter it with their facts and figures. There will be a debate. But finally the decision has to be taken by the Centre. Even water and mother's milk contain some amount of pesticide residue," he said.

According to him, it was upto the central agencies to take a decision if colas have to be banned.

"If the sale is not allowed, who am I to create awareness about it among the people? I am not un-Indian to do something, which is legally banned in the country. But, it is upto the government," he said.

"Since this controversy, I have not come across anybody who has stopped drinking colas. If it is banned here, I will go to America and drink it," he laughed.

To a question on film personalities being asked to stop endorsing colas, Shah Rukh said, "there is a long list on what I have been asked to stop doing right from smoking. One cannot just write letters and ask somebody to stop doing anything."

Shah Rukh was present at a media conference to announce the renewal of his contract as brand ambassador of Tag Heuer watches for another three years.

The brand also unveiled a new advertising campaign and plans for the Shah Rukh Khan limited edition watch.

The watch company will launch 100 units of the Shah Rukh Khan Monaco 69 limited signature edition timepiece in October which will be priced at Rs 3 lakh.

The watch is the first to offer both mechanical and digital displays merely by pivoting the case.

The company officials said the signature edition watch has design inputs from the actor himself and it will come in a special pack designed and developed to suit his personality and style.

Shah Rukh said he had worn the watch in his forthcoming film Don which focuses a lot of technology and style. He said a watch is a personal statement.

"This one is unconventional and cool which is why the company thought gels with my image," he added.