Addressing the nation on Sunday, Modi revived his long-standing push for “Swadeshi,” or self-reliance, saying everyday products made abroad should gradually be phased out. “Many of the products we use daily are foreign-made, often without us realizing it. We must change this,” he said, encouraging Indians to prioritize homegrown brands.

The appeal follows Washington’s recent decision under President Donald Trump to impose a 50 percent tariff on Indian exports — a move that has rattled New Delhi’s trade strategy. In response, Modi’s supporters have launched boycott campaigns targeting popular American companies such as McDonald’s, Pepsi, and Apple, all of which enjoy a strong consumer base in India’s vast market of 1.4 billion people.

US brands have become increasingly visible in Indian households and retail outlets, with platforms like Amazon further expanding their reach into smaller towns and rural areas. Modi argued that steering consumers and shopkeepers toward Indian-made goods would strengthen local industries and spur economic growth.

Meanwhile, Commerce Minister Piyush Goyal is expected to travel to Washington in the coming weeks for high-level trade talks aimed at easing tensions and seeking a path toward more balanced relations.