U.S.-based multinational companies are facing boycott calls in India as business executives and supporters of Prime Minister Narendra Modi fuel anti-American sentiment to protest against newly imposed U.S. tariffs. This tension has damaged ties between New Delhi and Washington after Donald Trump’s administration imposed a 50% tariff on goods from India, rattling exporters.
India, the world’s most populous nation, is a crucial market for American brands, which are seen by many affluent consumers as symbols of upward mobility. For instance, India is the largest market by users for Meta’s WhatsApp, and a popular U.S.-based pizza chain has more restaurants in the country than any other brand.
While there are no immediate reports of a decline in sales, a growing movement both on social media and offline is urging people to “buy local” and abandon American products. Manish Chowdhary, co-founder of a local skin-care company, used LinkedIn to share a video message calling for support for farmers and startups to make “Made in India” a “global obsession,” suggesting that India should learn from South Korea’s success in popularizing its food and beauty products worldwide.
The Swadeshi Jagran Manch, a group linked to Modi’s Bharatiya Janata Party (BJP), organized small public rallies across India on Sunday, encouraging people to boycott American brands. Ashwani Mahajan, a co-convenor for the group, told Reuters, “People are now looking at Indian products… This is a call for nationalism, patriotism.” The group is also circulating a list on WhatsApp of Indian alternatives for bath soaps, toothpaste, and cold drinks.
However, some consumers remain unconcerned. In Uttar Pradesh, Rajat Gupta, 37, while dining at a U.S.-based restaurant chain, said he was not worried about the tariff protests and simply enjoyed his coffee, which he considered good value for money. He stated, “Tariffs are a matter of diplomacy and my coffee should not be dragged into it.”
The 50% tariff, imposed by the Trump administration in response to India’s continued purchase of Russian oil, poses a significant challenge to the Indian economy. Analysts suggest the move could shave off as much as 80 basis points from India’s GDP growth. Labor-intensive sectors such as textiles, gems, and marine products are particularly at risk, as the tariffs could make their exports uncompetitive compared to those from countries like Bangladesh and Vietnam, which face lower tariffs.
