New Delhi: From Pepsi to McDonald’s, several American household names are staring at a backlash in India after US President Donald Trump sharply raised tariffs on Indian goods. The move, which Washington says is a penalty for India’s continued purchase of Russian oil, has triggered a storm of anti-US sentiment and calls for a nationwide boycott of American products.
The additional duties a 25% penalty imposed on top of the existing 25% reciprocal tariffs have made them among the highest in the world. New Delhi has branded the step “unfair, unjustified and unreasonable,” promising firm measures to safeguard national interests. The fresh levy officially came into force on August 27.
Yoga guru Ramdev has urged Indians to shun all US goods in protest. “No Indian should stand at the counters of Pepsi, Coca-Cola, Subway, KFC, or McDonald’s. If such a boycott happens, America will be thrown into chaos,” he declared. His remarks echo the historical Swadeshi movement, once used as a tool of resistance during the freedom struggle.
Prime Minister Narendra Modi, too, has leaned into the “vocal for local” message, urging citizens to strengthen India’s economy by preferring homegrown products. “Anything that has been created by Indian skill and sweat is swadeshi for us. To make India the third-largest economy, we must buy Indian, use Indian, and support Indian,” he said, taking a veiled dig at Trump’s “politics of economic selfishness.”
The boycott momentum is not limited to India. Anti-American campaigns are underway in France, the UK, and Canada, amplifying the pressure on US multinationals. For companies like PepsiCo and McDonald’s, the stakes are high. India is among PepsiCo’s top 15 markets globally, with revenues of ₹8,200 crore in FY24 and investments of over ₹3,500 crore in the last three years. McDonald’s India operator, Westlife Foodworld, posted revenues of ₹2,390 crore in FY24, a 5% jump from the previous year.
Political voices have also sharpened the pitch. AAP MP Ashok Kumar Mittal, in an open letter to Trump, drew parallels with the 1905 Swadeshi movement, warning that a united boycott by 146 crore Indians could inflict far greater economic damage on the United States than on India.
As the tariff war deepens, US brands that once thrived on India’s youthful consumer base now find themselves caught in the crossfire of global geopolitics and a resurgent swadeshi sentiment.