From McDonald’s and Coca-Cola to Apple and Amazon, some of America’s biggest brands are facing boycott calls in India after Washington imposed steep 50% tariffs on Indian goods.

Business leaders and supporters of Prime Minister Narendra Modi are urging consumers to buy local, stoking a wave of anti-American sentiment. India, a vital growth market for these companies, boasts a huge consumer base where Western brands are often linked to status and aspiration.

Despite no immediate dip in sales, the push for self-reliance is gaining momentum, rattling exporters and straining ties between New Delhi and Washington.

This report examines what’s behind the backlash, how it’s playing out across the retail landscape, and why the economic and political implications could be felt well beyond India’s borders.

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