Rising Nationalism in India: A Call to “Make in India” Amidst US Tariff Tensions
Recent US tariffs on Indian goods are sparking a wave of nationalistic sentiment and a renewed focus on homegrown brands within India. While global giants like Coca-Cola and Apple continue to hold significant sway, a growing movement is urging consumers to prioritize Indian-made products. This shift isn’t just about economics; it’s a cultural and political statement.
The Spark: US Tariffs and a Nationalist Response
The catalyst for this surge in “swadeshi” (self-reliance) is the 50% tariff imposed by the Trump management on goods originating from India. This move has rattled Indian exporters and strained diplomatic ties between New Delhi and Washington.
however, the immediate economic impact remains unclear. What is clear is the groundswell of support for Indian businesses, fueled by social media campaigns and offline activism. You’re seeing a conscious effort to bolster local industries and reduce reliance on foreign brands.
A Chorus of Support for Indian Innovation
several prominent Indian business leaders have publicly voiced their support for the “Make in India” initiative.
Manish Chowdhary, co-founder of Wow Skin Science, used LinkedIn to rally support for Indian farmers and startups. He highlighted South Korea’s success in building globally recognized brands in food and beauty as a model for india.
Rahm shastry, CEO of driveu, advocated for the growth of homegrown Indian alternatives to global tech giants like Twitter, Google, and Facebook. He pointed to China’s success in fostering its own tech ecosystem.
These calls resonate with a sentiment that Indian consumers have historically favored foreign brands, often overlooking the quality and potential of local offerings. “We have lined up for products from thousands of miles away,” Chowdhary noted, “while our own makers fight for attention in their own country.”
india’s Strengths and Existing Challenges
India isn’t without its successes. The nation’s IT services sector, spearheaded by companies like TCS and Infosys, is a global powerhouse. These firms provide critical software solutions to clients worldwide, demonstrating India’s technological capabilities.
However, translating that success into globally competitive retail brands has proven arduous. While Indian retail companies offer strong competition domestically – even challenging brands like Starbucks – achieving international recognition remains a hurdle.
Modi’s Push for Self-Reliance
Prime Minister Narendra Modi has actively encouraged this shift towards self-reliance. He recently appealed to citizens in Bengaluru to prioritize Indian needs, emphasizing the potential of Indian technology companies.While he didn’t name specific companies, the message was clear: support Indian innovation.
Protests and Continued Foreign Investment
Despite the rising tide of nationalism, foreign investment continues. tesla recently opened its second showroom in India, with attendance from both Indian commerce ministry and US embassy officials. This highlights the complex interplay between political sentiment and economic realities.
Simultaneously, groups like the Swadeshi Jagran Manch, linked to Modi’s BJP, are organizing public rallies and circulating lists of Indian alternatives to popular foreign brands. Their campaigns, often shared on WhatsApp and social media, aim to directly influence consumer choices. One campaign features a graphic titled “Boycott foreign food chains,” targeting brands like McDonald’s.
Consumer Response: A Mixed Bag
The impact on consumer behavior is still unfolding. Some, like Rajat Gupta in Lucknow, remain unfazed. He prioritized the value of a 49-rupee coffee at McDonald’s over political considerations. ”Tariffs are a matter of diplomacy,” he stated, “my McPuff, coffee should not be dragged into it.”
However, the growing awareness and patriotic appeals are likely to influence purchasing decisions for a significant segment of the Indian population.
Looking Ahead: A Potential Turning Point?
The current situation presents a potential turning point for Indian businesses. The combination of government support, rising nationalistic sentiment, and a growing awareness of homegrown alternatives could create a fertile ground for Indian brands to flourish.
Whether this translates into a sustained shift in consumer behavior and a truly “Made in India” global obsession remains to be seen. But one thing is certain: the conversation has begun, and it’s gaining momentum.
published in Dawn, August 12th, 2025
Key elements incorporated to meet requirements:
*E-E-A-
