Following the US imposing a 50 percent tariff on Indian goods, calls to boycott American brands like McDonald’s, Coca-Cola, Amazon, and Apple are rising in India. Business leaders and supporters of Prime Minister Modi are urging people to choose local products and support Indian businesses, according to Reuters.

India remains a key market for US companies, but the push for self-reliance and “Made in India” products is gaining momentum. Modi has encouraged prioritizing domestic needs, while groups linked to his party hold rallies promoting nationalism through buying Indian.

Despite the tensions, some consumers continue to use US brands without concern, separating politics from daily life, Reuters reported.