The chief executive of Pepsi, a company with roots in North Carolina, has written to Governor Pat McCrory to ask him to repeal a new law preventing specific anti-discrimination rules for LGBT people over public accommodations and restroom use.

In a letter hand delivered to McCrory on Friday, PepsiCo head Indra Nooyi called the law inconsistent with how her company treats its employees. Nooyi also said the law was undermining efforts to advance North Carolina’s interests, and she said she hoped McCrory would consider repealing the law when the state legislature reconvenes later this month.

PepsiCo developed from the merger of Pepsi-Cola and Frito-Lay. Pepsi-Cola was created in the late 1890s by New Bern pharmacist Caleb Bradham. Annual shareholder meetings have been held in New Bern in the past several years.

Company CEOs and city officials have joined other government and business leaders in opposition to the new law.

The Human Rights Campaign and Equality North Carolina on Friday released the names of another 10 company executives that have signed on to a letter criticizing the law and seeking its repeal, bringing the number of such names to more than 120. New executives include those from Hewlett Packard Enterprise, Qualcomm and EMC.

The law, approved by the Republican legislature and Governor McCrory, responded to a Charlotte city council ordinance approved in February that would have extended protections to gays, lesbians, bisexual and transgender people while at hotels, restaurants and stores. Charlotte would also have allowed transgender people to use the restroom aligned with their gender identity.

Separately on Friday, the venture capital arm of Google’s parent corporation confirmed it would not invest in North Carolina startup businesses so long as the law is in place. GV spokeswoman Jodi Olson cited comments by the CEO, Bill Maris, in which he asked his firm’s partners to flag possible North Carolina investments because he is “not comfortable deploying dollars into startups there until the voters there fix this”. The decision was first reported by Re/code, a tech-focused news site.

The new state law blocked Charlotte’s rules and prevented other local governments from approving similar ordinances. Government agencies of all kinds must now require people who use multi-stall public restrooms to use the one that corresponds with their sex as identified at birth.

Also this week, the mayor of Washington DC, Muriel Bowser, and Boston’s city council banned government-connected travel to North Carolina, as a gesture of protest against the law. Similar travel bans have been issued by the governors of Washington, New York and Connecticut and by other cities.

The NCAA president, Mark Emmert, said he had spoken to McCrory about the law, making clear that if it remains in place it will affect the state’s chances to host major college athletic events.

A rally was held early on Friday night in front of the state legislative building to support transgender people and to oppose the law. Supporters of the new law held prayer vigils on Thursday night in multiple locations in eastern North Carolina. One was held across from the executive mansion, where McCrory lives.

Supporters of the law say hundreds of businesses support it and have signed on to their own letter praising McCrory and the legislature.

McCrory and a key lawmaker this week suggested some changes to the law were possible. But the Republican senate leader, Phil Berger, has no appetite for them because “an overwhelming majority of North Carolinians we’ve heard from support” the law, spokeswoman Shelly Carver said in a release. The general assembly reconvenes on 25 April.