U.S. brands like Coca-Cola, Apple, and Starbucks are facing grassroots resistance in India as trade tensions escalate following former U.S. President Donald Trump's 50% tariff on Indian goods. The move has sparked calls from business leaders and supporters of Prime Minister Narendra Modi to prioritize domestic products, with social media campaigns urging consumers to rethink their loyalty to American labels.
India's 1.4 billion population represents a critical growth market for multinational corporations. Meta's WhatsApp counts India as its largest user base, while Domino's operates more outlets here than anywhere else globally. Yet the tariff dispute has reignited debates about economic sovereignty, with entrepreneurs like Wow Skin Science co-founder Manish Chowdhary advocating for Indian brands to achieve global recognition akin to South Korea's cultural exports.
DriveU CEO Rahm Shastry echoed this sentiment on LinkedIn, questioning why India lacks homegrown tech giants comparable to China's WeChat or Baidu. While Indian IT firms like TCS and Infosys dominate global software services, consumer-facing international brands still hold significant cultural cachet among upwardly mobile Indians.
Prime Minister Modi amplified the self-reliance message during a recent Bengaluru speech, urging technology companies to prioritize domestic needs. Though there's no evidence yet of declining sales for U.S. products, the campaign reflects growing economic nationalism as New Delhi navigates strained trade relations with Washington.
