NEW DELHI, Sept 22: Indian Prime Minister Narendra Modi, in a public address on Sunday, urged citizens to refrain from purchasing foreign-made products and instead embrace locally manufactured goods, as part of his "self-reliant" campaign. This call for "Swadeshi" (Made-in-India goods) comes at a time when trade relations with the United States have soured following U.S. President Donald Trump’s imposition of a 50% tariff on imported Indian products.

Modi, speaking to the nation ahead of the implementation of widespread consumer tax cuts on Monday, emphasized that many products used daily by Indians are foreign-made, often without the public's knowledge. "We will have to get rid of them," he stated, urging people to prioritize local goods. Although he did not explicitly mention the United States, his message was clear, especially as the U.S. is a significant supplier of consumer goods in India.

In his speech, Modi pointed to the growing reach of U.S. brands like McDonald's, Pepsi, and Apple across India, even in smaller towns, particularly through platforms like Amazon. Asserting the importance of supporting homegrown products, he encouraged shopkeepers to focus on retailing Indian-made goods, arguing that this would drive India’s economic growth and reduce reliance on imports.

The Prime Minister's call comes in the wake of escalating trade tensions between the two countries, with U.S. tariffs impacting Indian exports. His supporters have launched campaigns targeting major American brands, calling for their boycott in favor of domestic alternatives.

India’s population of 1.4 billion remains a massive market for U.S. consumer goods, and Modi’s "Swadeshi" push seeks to leverage this market power for domestic economic growth.

Meanwhile, India’s Commerce Minister, Piyush Goyal, is set to visit Washington soon for trade talks aimed at easing the current strain in bilateral relations. The upcoming trip will be closely watched as the two nations attempt to navigate through ongoing trade challenges.