U.S. President Donald Trump’s decision to slap a 50% tariff on Indian goods has triggered a wave of anti-American sentiment in India, with calls to boycott foreign brands spreading across social media and through political networks aligned with Prime Minister Narendra Modi.
India, now the world’s most populous nation, is a crucial growth market for American corporations. U.S. brands — from McDonald’s and Coca-Cola to Apple and Amazon — have deeply ingrained themselves in India’s urban consumer culture, targeting its rapidly expanding middle class. Meta’s WhatsApp counts India as its largest user base, and Domino’s Pizza has more outlets here than in any other country.
In short, the U.S. corporate presence is vast — and the stakes are high.
A Political and Cultural Flashpoint
The boycott movement has gained momentum through networks like the Swadeshi Jagran Manch — an economic nationalist group linked to Modi’s ruling Bharatiya Janata Party — which staged small rallies across India over the weekend, urging people to “buy Indian” and reject American products.
Ashwani Mahajan, the group’s co-convenor, described the campaign as a “call for nationalism and patriotism,” sharing a list of domestic alternatives to American brands — from soaps and toothpaste to cold drinks — circulating on WhatsApp. Online, the messaging is sharper: graphics urging consumers to “Boycott foreign food chains” carry the logos of McDonald’s and other popular U.S. restaurant brands.
“People are now looking at Indian products. It will take some time to fructify,” Mahajan told Reuters.
Entrepreneurs Join the Call
Some Indian business leaders have framed Trump’s tariffs as an opportunity for economic self-reliance.
Manish Chowdhary, co-founder of Wow Skin Science, urged consumers to turn “Made in India” into a “global obsession,” citing South Korea’s global success in exporting food and beauty products.
Rahm Shastry, CEO of DriveU, argued that India should develop its digital platforms — “like China has” — instead of relying on U.S.-based giants such as Google, YouTube, WhatsApp, and Facebook.
Prime Minister Modi, without naming any companies, made a “special appeal” in Bengaluru for India to prioritize domestic needs, noting that while Indian tech firms already build for the world, “now is the time” to focus on national requirements.
Consumer Reality: Patriotism Meets Price Sensitivity
For now, the boycott is more noise than measurable economic impact. American products remain deeply embedded in Indian life, from Starbucks coffee to iPhones. Many consumers are unmoved by the political rhetoric.
In Lucknow, Rajat Gupta, sipping a 49-rupee coffee at McDonald’s, dismissed the idea that tariffs should influence his lunch choices:
“Tariffs are a matter of diplomacy and my McPuff, coffee should not be dragged into it.”
This flare-up comes as India and the United States deepen strategic ties, particularly in defense and technology, even as their trade relationship experiences turbulence. American companies see India as a high-growth frontier; India, in turn, benefits from investment, jobs, and technology transfer.
The question is whether this wave of consumer nationalism will remain a short-term political expression or evolve into a sustained shift in buying patterns. If the former, American brands will weather the storm. If the latter, Trump’s tariffs may have inadvertently accelerated a trend that could reshape the commercial relationship between two of the world’s largest democracies.
