Toothpaste, McDonald’s and Pepsi in the crosshairs as US-India tariff tensions heat up

Amid escalating US-India trade tensions, Indian companies are capitalizing on nationalist sentiments to promote local brands over American ones, with Dabur targeting Colgate in a recent advertisement campaign. The tensions began last week when US President Donald Trump imposed tariffs of up to 50% on imported Indian goods, prompting Indian Prime Minister Narendra Modi to reinforce calls for ‘Swadeshi’ or made-in-India products. Modi specifically urged children to list foreign-branded items and teachers to discourage their use, leading to a WhatsApp campaign by his supporters boycotting brands like McDonald’s, Pepsi, and Apple. In response, Dabur, a $11 billion consumer goods company, placed a front-page ad in the Times of India that subtly criticized Colgate by displaying unbranded toothpaste packs resembling Colgate’s packaging. The ad, styled with American flag colors, emphasized Dabur as the indigenous choice, stating ‘Born there, not here’ to highlight competitors’ foreign origins. Colgate dominates India’s toothpaste market with a 43% share, followed by Unilever’s Pepsodent, while Dabur holds 17%, according to Euromonitor data. The advertisement even included a QR code linking to Amazon India, which handles about a third of domestic online sales, illustrating the blend of digital and traditional marketing strategies. Other companies have joined the movement; Amul, India’s largest dairy, shared social media cartoons of its mascot with Indian flags, and Rediff promoted its email service as the ‘mail of India’ to keep business intelligence local. Communications consultant Karthik Srinivasan labeled this ‘moment marketing’, where brands exploit current events for temporary gains, reflecting how trade disputes can rapidly influence consumer markets. This trend may alter brand loyalties and economic dynamics, highlighting the broader impact of geopolitics on business and the need for companies to navigate nationalist sentiments while maintaining global partnerships.