According to a Reuters report, India’s largest consumer market is witnessing a surge in calls to shun US brands after Washington imposed a 50% tariff on Indian goods.
The move by US President Donald Trump has fuelled protests, both online and on the streets, led by business executives, nationalist groups, and Prime Minister Narendra Modi’s supporters.
The push for “Made in India” is gathering momentum, with multinational names like McDonald’s, Coca-Cola, Amazon, Apple, and Starbucks finding themselves at the centre of a campaign urging Indians to prioritise domestic products over foreign ones.
While there is no confirmed hit to sales yet, the sentiment is spreading fast.
American brands in focus as India pushes self-reliance
India, home to more than 1.4 billion people, is a critical growth market for American consumer companies. The country is the largest user base for Meta’s WhatsApp, and Domino’s operates more outlets there than any other brand.
Apple stores attract long queues during launches, while Starbucks cafés remain popular with discount-driven crowds. Beverages from Pepsi and Coca-Cola dominate retail shelves nationwide.
The new wave of protests began after the US tariff announcement, which rattled Indian exporters and strained bilateral ties. In response, calls for economic nationalism have intensified.
Executives like Manish Chowdhary of Wow Skin Science are urging consumers to learn from countries like South Korea by making Indian brands globally recognisable.
Similarly, DriveU’s Rahm Shastry has suggested developing Indian-owned alternatives to global tech platforms like Twitter, Google, and YouTube.
Nationalist groups amplify boycott campaigns
On Sunday, Modi addressed a gathering in Bengaluru, making a special appeal for self-reliance. Without naming any companies, he stressed that Indian technology firms already serve the world and should now prioritise domestic needs.
That same day, the Swadeshi Jagran Manch — affiliated with Modi’s Bharatiya Janata Party — held small rallies in multiple cities, calling for boycotts of US-based brands.
The list includes Indian brands for soaps, toothpaste, and beverages. On social media, campaign graphics titled “Boycott foreign food chains” prominently display the logos of McDonald’s and other international franchises.
US firms still expanding in Indian market
Despite the protests, American companies continue to expand their presence in India. Tesla inaugurated its second showroom in the country on Monday, this time in New Delhi.
The opening ceremony was attended by officials from India’s commerce ministry and the US embassy. Indian retail chains continue to provide stiff domestic competition to foreign players, although replicating this success internationally remains a challenge.
Indian IT companies like Tata Consultancy Services and Infosys are already deeply embedded in the global economy, providing software solutions to clients across continents.
Whether the boycott campaigns can make a lasting dent in the operations of consumer-focused US firms remains to be seen. For now, the call for economic patriotism is adding a fresh layer to the already strained US-India trade relationship.
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