Americans enraged by tariffs instigate a campaign to avoid purchasing American products
Following the imposition of a steep 50% tariff by the US on Indian goods in 2025, calls to boycott US-based multinationals in India are growing strongly. This move has sparked nationalist sentiment and anti-American protests, with major American brands such as McDonald's, Coca-Cola, Amazon, Apple, Starbucks, Pepsi, and Domino's at the center of these boycott campaigns.
Social media activists, business leaders, and supporters of Prime Minister Narendra Modi are encouraging consumers to prefer domestic products and promote "Made in India" initiatives. The Swadeshi Jagran Manch group, linked to Modi's Bharatiya Janata Party, is leading the charge, staging small public rallies across India and circulating a table on WhatsApp, listing Indian brands of bath soaps, toothpaste, and cold drinks as alternatives to foreign ones.
The group is also running campaigns on social media, with a graphic titled "Boycott foreign food chains" that includes logos of various restaurant brands, including McDonald's. Ashwani Mahajan, the group's co-convenor, described their campaign as a "call for nationalism, patriotism". Manish Chowdhary, co-founder of Wow Skin Science, a local brand, has urged support for "Made in India" products.
Despite these boycott calls, there is no immediate indication of sales being hit for these American brands. India remains the largest user base for Meta's WhatsApp, Domino’s has more outlets there than anywhere else, and Apple store launches still attract large crowds. The situation reflects rising economic nationalism, intensified by trade tensions and strained diplomatic relations between India and the US, with a push to strengthen domestic industries and reduce reliance on foreign brands.
Prime Minister Modi has made a "special appeal" for self-reliance and giving priority to India's needs. Pepsi and Coca-Cola often dominate store shelves in India, but the boycott movement is encouraging a shift towards Indian brands in various consumer categories, such as bath soaps, toothpaste, and cold drinks.
The current status is that these boycott calls have gained significant momentum both online and offline, but there is no clear evidence yet that US multinational sales in India have been substantially affected. The long-term impact on US multinationals remains uncertain, but the boycott movement is a significant indicator of the rising economic nationalism in India.
Key Aspects
- Trigger: US imposing 50% tariff on Indian goods, leading to trade tensions
- Key targets: McDonald's, Coca-Cola, Amazon, Apple, Starbucks, Pepsi, Domino’s
- Drivers: Social media campaigns, nationalist groups, Modi supporters, business leaders
- Market impact so far: No confirmed large sales declines but growing boycott sentiment
- Response emphasis: "Made in India" push to promote domestic products and national economic self-reliance
- Broader context: Strained US-India diplomatic relations amidst growing nationalism
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