Reviving Indian Identity and Boycotting American Products

TEHRAN (Defapress) - Donald Trump's 50% tariffs on Indian exports have not only jeopardized trade relations between New Delhi and Washington but also sparked a wave of anti-American sentiment. These tariffs have not only pressured Indian exporters but have also led to widespread calls for boycotting American brands. From McDonald's and Coca-Cola to Amazon and Apple, U.S. multinational corporations, which for years have treated the market of the world's second-most populous country as a lucrative source of revenue, now face serious challenges.

Many Indians remain enamored with international brands, viewing their use as a symbol of economic and social progress. For instance, a majority of WhatsApp users are Indian, and Domino's Pizza has more outlets in the country than any other brand. Store shelves are filled with Pepsi and Coca-Cola beverages, while long queues for new Apple store openings or Starbucks discounts demonstrate the deep penetration of these brands in India.

The reaction of Indian nationalists signals a paradigm shift in the country. Business leaders and supporters of Prime Minister Narendra Modi are urging people to embrace Indian-made products, emphasizing national identity and a growing preference for domestic goods.

Manish Chowdhry, founder of Wow Skin Science, appealed in a video for public support of local farmers and startups to make the consumption of Indian products a widespread practice. Criticizing long queues for foreign products, he said: "We proudly spend on brands we don’t own, while our own producers struggle in harsh conditions."

Rahul Shastri, CEO of Darive U, wrote on LinkedIn: "India must have its own Twitter, Google, YouTube, WhatsApp, and Facebook, just like China." This perspective, referencing China’s success in creating domestic platforms, encourages Indians to turn Trump’s unfair tariffs into an opportunity to strengthen their digital ecosystem.

In a recent speech in Bengaluru, Narendra Modi called for self-reliance among Indian tech companies and increased focus on the domestic market. This approach, countering Trump’s tariffs, which were imposed without assessing long-term impacts, pushes India toward reducing dependence on global products and relying more on its indigenous economy.

The nationalist group Swadeshi Jagaran Manch (SJM), affiliated with the ruling party, organized nationwide protests urging Indians to boycott American brands. Ashwani Mahajan, one of the group’s organizers, told Reuters: "People are now looking to consume Indian products. This call is about honoring and reinforcing nationalism and patriotism." Through a campaign, the group has promoted a list of Indian-made alternatives to foreign soaps, toothpastes, and soft drinks.