Amid escalating tariff tensions between India and the United States, it looks like American brands may be facing a boycott in India.
On Sunday, Indian Prime Minister Narendra Modi told a gathering in Bengaluru that Indian technology companies made products for the world but “now is the time for us to give more priority to India’s needs.”
The Swadeshi Jagran Manch group, which is linked to Modi’s Bharatiya Janata Party (BJP), shared with Reuters a table the group is circulating on WhatsApp, listing Indian brands of bath soaps, toothpaste, and cold drinks that people could choose over foreign ones.
READ: Trump grows more critical of India (August 8, 2025)
U.S. brands operating in India are facing growing backlash following President Donald Trump’s decision to impose a 50% tariff on a range of Indian goods. This escalation in trade tensions has sparked widespread calls for boycotts of American companies by Indian consumers and political groups, intensifying the challenges for U.S. businesses in one of the world’s largest and fastest-growing markets.
The tariff hike, framed by the Trump administration as a measure to protect American industries and address trade imbalances, has prompted a strong nationalist response in India.
The SJM has urged consumers to boycott major American companies such as Amazon, Walmart, McDonald’s, Coca-Cola, and Apple. The movement has gained traction not only through organized demonstrations but also via social media, where hashtags like #BoycottUSA and #BoycottUS have trended, reflecting widespread public discontent.
While these calls for boycotts primarily stem from political and economic grievances, they also tap into broader sentiments about protecting Indian businesses and reducing dependence on foreign companies. The surge in social media activism has amplified the message, with tens of thousands of posts urging consumers to shift their spending towards local brands.
Despite the growing vocal opposition, there has yet to be clear evidence of a significant decline in sales for U.S. firms in India. Many companies continue to invest heavily in the Indian market, recognizing its strategic importance. However, the situation highlights the precarious position multinational corporations face amid geopolitical disputes and changing trade policies.
The unfolding scenario underscores the complex interplay between trade actions and consumer sentiment. For U.S. brands, navigating this environment will require balancing regulatory compliance and political sensitivities while maintaining engagement with Indian consumers. As trade tensions persist, the long-term impact of these tariffs and boycott movements remains uncertain, making adaptability and local partnerships critical to sustained success in India.
The growing trade tensions between India and the United States, fueled by President Trump’s steep tariffs and India’s nationalist response, mark a critical juncture in bilateral economic relations. While India’s push for self-reliance and support for local brands reflects a broader shift toward economic nationalism, it also signals potential challenges for U.S. businesses operating in one of the world’s largest consumer markets.
For India, this moment reinforces efforts to build domestic industries and reduce dependency on foreign goods, aligning with Prime Minister Modi’s “Vocal for Local” initiative. For the U.S., the backlash and boycott calls highlight the risks of aggressive trade policies that can alienate key partners.