U.S. consumer brands from McDonald’s and Coca-Cola to Amazon and Apple are facing widening calls for a boycott in India after Washington imposed a 50% tariff on Indian exports. Business leaders and groups aligned with Prime Minister Narendra Modi’s Bharatiya Janata Party have urged shoppers to switch to domestic alternatives, framing the campaign as a nationalist response to what they view as punitive trade measures by President Donald Trump. The Swadeshi Jagran Manch, a nationalist economic group linked to the ruling party, organised small rallies across several cities over the weekend and is circulating lists of Indian substitutes for U.S. products on social media. Separately, executives such as Wow Skin Science co-founder Manish Chowdhary have publicly appealed for a push to make “Made in India” goods a global standard. Modi, speaking in Bengaluru on Sunday, called for greater self-reliance but did not name specific companies. India is the largest market for Meta’s WhatsApp and hosts more Domino’s outlets than any other country, underscoring what is at stake for U.S. firms that have invested heavily in the world’s most populous nation. While the boycott has yet to dent sales, the flare-up threatens to add friction to already tense trade relations following five failed rounds of negotiations between New Delhi and Washington.