Major US multinationals, including McDonald’s, Coca-Cola, Amazon, and Apple, are facing boycott calls in India as business leaders and supporters of Prime Minister Narendra Modi protest against steep US tariffs on Indian goods.

The backlash follows a decision by President Donald Trump’s administration to impose a 50% tariff on imports from India, a move that has strained bilateral ties and unsettled exporters.

India, home to the world’s largest population, is a crucial growth market for American companies. Domino’s operates more outlets there than anywhere else, WhatsApp counts India as its biggest user base, and Apple stores still draw large crowds on opening days.

While there is no immediate sign of sales declines, social media and offline campaigns urging consumers to “buy local” have gained momentum.

Manish Chowdhary, co-founder of Wow Skin Science, called for making “Made in India” products a global obsession, citing South Korea’s success in promoting its brands. DriveU CEO Rahm Shastry echoed the sentiment, suggesting India should develop its own versions of platforms like Google and WhatsApp.

Domestic retail brands challenge foreign rivals in India, but achieving global reach remains difficult. By contrast, IT giants such as TCS and Infosys are firmly embedded in global markets.

Addressing a gathering in Bengaluru on Sunday, Modi urged greater self-reliance, saying Indian tech firms already serve global clients but should now “give more priority to India’s needs.”