US multinationals are facing growing calls for a boycott in India, as BJP supporters and business leaders react angrily urging shoppers to spurn American goods. The boycott calls follow the United States’ decision to sharply raise tariffs on Indian exports, a move that has stirred resentment and revived economic nationalism.
For many American companies, India is one of the fastest-growing and most important markets. India, the world’s most populous nation, has long been a prized growth market for American brands, which have expanded rapidly to cater to a rising middle class eager for international labels. Meta’s WhatsApp counts more users in India than anywhere else, Domino’s has more outlets here than any other brand, and queues still form when Apple stores open or Starbucks offers discounts.
The backlash follows Trump’s decision to impose a 50% tariff on Indian goods-–a move that has unsettled exporters and strained New Delhi–Washington relations. While there is no evidence yet of a sales slowdown, social media campaigns and street protests are urging Indians to “buy local” and shun American products.
Some Indian entrepreneurs have seized the moment to push for self-reliance. A video posted on LinkedIn urged consumers to make “Made in India” a global brand, citing South Korea’s success in promoting its food and beauty products. Another called for home-grown alternatives to US tech platforms such as Google, YouTube and WhatsApp.
Modi himself, without naming any companies, used a speech in Bengaluru on Sunday to urge Indians to prioritise domestic needs, noting that local tech firms already serve global markets.
Even as tensions rise, Tesla opened its second Indian showroom in New Delhi on Monday, with officials from the commerce ministry and the US embassy in attendance.
The Swadeshi Jagran Manch, a group affiliated with the BJP has staged rallies urging boycotts of US brands and circulated lists of Indian-made alternatives to foreign soaps, toothpaste and soft drinks. One social media campaign features the slogan `Boycott foreign food chains' alongside logos of McDonald’s and other restaurant brands.
However, not all consumers are swayed. One McDonald's customer noted: “Tariffs are a matter of diplomacy, my coffee should not be dragged into it.”