Brands make ‘swadeshi’ pitch, pick at US tariffs

Fueled by Trump’s tariffs, a ‘swadeshi’ wave sweeps India, with brands like Amul and Dabur championing local products through patriotic campaigns. While some experts see it as opportunism, others believe it resonates in smaller towns. Despite the sentiment, consumers prioritize value, questioning if nationalism alone can drive purchasing decisions as brands strategically tap into the ‘vocal for local’ trend.