U.S. Tariffs on India Spark Boycott Calls Against American Brands
Calls for boycotts of U.S. brands are spreading across India after President Donald Trump imposed a 50% tariff on goods from the country, a move that has strained relations between Washington and New Delhi.
Calls for boycotts of U.S. brands are spreading across India after President Donald Trump imposed a 50% tariff on goods from the country, a move that has strained relations between Washington and New Delhi. The protests- amplified by India business leaders, supporters of Prime Minister Narendra Modi, and groups linked to his Bharatiya Janata Party- target companies such as Coca-Cola, McDonald’s, Amazon and Apple.
India, now the world’s most populous nation, is a highly critical market for American based multinational corporations, with millions of customers embracing global brands as symbols of upward socioeconomic mobility. Domino’s has more outlets in India than in any other country, Meta’s WhatsApp has its largest user base there, and brands like Pepsi, Coca-Cola, Starbucks, and Apple remain incredibly popular. While no immediate impact has yet been reported, online campaigns and public rallies are urging Indians to “buy local” and replace foreign goods with homegrown alternatives.
Notable voices include Manice Chowdhary, co-founder of Wow Skin Science, who called for making “Made in India” a global trend, highlighting South Korea’s global prominence in food and beauty products as a benchmark. The Swadeshi jargon Manch, linked to Modi’s party, has circulated lists of Indian alternatives to foreign consumer goods and has staged small rallies nationwide. Modi himself made a public appeal for greater self-reliance, saying Indian tech firms must now prioritize domestic needs.
Despite the political climate, some consumers remain indifferent. In Lucknow, McDonald’s customer Rajat Gupta dismissed the protests, saying, “Tariffs are a matter of diplomacy”. In the backdrop of all of this, the U.S. EV automaker Tesla opened its second Indian showroom in New Delhi, with both the Indian commerce ministry and U.S. embassy officials in attendance.
MD Effect: The boycott calls underscore the potential for trade disputes to spill over into consumer behavior, risking reputational damage for U.S. brands in one of their largest growth markets. While the long-term economic impact remains uncertain, the tensions could accelerate India’s push toward domestic manufacturing and launching their own digital platforms.
(with information from Reuters)
Nicholas Oakes is a recent graduate from Roger Williams University (USA), where he earned degrees in International Relations and International Business. He plans to pursue a Master's in International Affairs with an economic focus, aiming to assist corporations in planning and managing their overseas expansion efforts.