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NEW DELHI: From McDonald’s and Coca-Cola to Amazon and Apple, US-based multinationals are facing calls for a boycott in India as business executives and Prime Minister Narendra Modi’s supporters stoke anti-American sentiment to protest against US tariffs.

India, the world’s most populous nation, is a key market for American brands that have rapidly expanded to target a growing base of affluent consumers, many of whom remain infatuated with international labels seen as symbols of moving up in life. India, for example, is the biggest market by users for Meta’s WhatsApp and Domino’s has more restaurants than any other brand in the country.

Beverages like Pepsi and Coca-Cola often dominate store shelves, and people still queue up when a new Apple store opens or a Starbucks cafe doles out discounts. Although there was no immediate indication of sales being hit, there’s a growing chorus both on social media and offline to buy local and ditch American products after Donald Trump imposed a 50 percent tariff on goods from India, rattling exporters and damaging ties between New Delhi and Washington.

McDonald’s, Coca-Cola, Amazon and Apple did not immediately respond to Reuters queries.

Manish Chowdhary, co-founder of India’s Wow Skin Science, took to LinkedIn with a video message urging support for farmers and startups to make “Made in India” a “global obsession,” and to learn from South Korea whose food and beauty products are famous worldwide.

“We have lined up for products from thousands of miles away. We have proudly spent on brands that we don’t own, while our own makers fight for attention in their own country,” he said.

Rahm Shastry, CEO of India’s DriveU, which provides a car driver on call service, wrote on LinkedIn: “India should have its own home-grown Twitter/Google/YouTube/WhatsApp/FB — like China has.”

To be fair, Indian retail companies give foreign brands like Starbucks stiff competition in the domestic market, but going global has been a challenge. Indian IT services firms, however, have become deeply entrenched in the global economy, with the likes of TCS and Infosys providing software solutions to clients world over.

On Sunday, Modi made a “special appeal” for becoming self-reliant, telling a gathering in Bengaluru that Indian technology companies made products for the world but “now is the time for us to give more priority to India’s needs.”

He did not name any company.

DON’T DRAG MY MCPUFF INTO IT

Even as anti-American protests simmer, Tesla launched its second showroom in India in New Delhi, with Monday’s opening attended by Indian commerce ministry officials and US embassy officials.

The Swadeshi Jagran Manch group, which is linked to Modi’s Bharatiya Janata Party, took out small public rallies across India on Sunday, urging people to boycott American brands.

“People are now looking at Indian products. It will take some time to fructify,” Ashwani MaHajjan, the group’s co-convenor, told Reuters. “This is a call for nationalism, patriotism.”
He also shared with Reuters a table his group is circulating on WhatsApp, listing Indian brands of bath soaps, toothpaste and cold drinks that people could choose over foreign ones.

On social media, one of the group’s campaigns is a graphic titled “Boycott foreign food chains,” with logos of McDonald’s and many other restaurant brands.
In Uttar Pradesh, Rajat Gupta, 37, who was dining at a McDonald’s in Lucknow on Monday, said he wasn’t concerned about the tariff protests and simply enjoyed the 49-rupee ($0.55) coffee he considered good value for money.

“Tariffs are a matter of diplomacy and my McPuff, coffee should not be dragged into it,” he said. 

BAGA SOLA: Militants surrounded Ahmat Moussa’s isolated village on Lake Chad’s shores in the dead of night and then attacked – with devastating consequences for the fisherman and many of his neighbors.

Boko Haram militants have sowed terror among those living around Lake Chad for some 15 years, disrupting the fishing, farming and herding on which millions depend.

“I heard the first blasts and I left without looking back,” 42-year-old Moussa said, of the raid on Balangoura nine months ago.

He has a scar where a Kalashnikov’s bullet hit him in the right leg. And while he escaped, his 16-year-old son was abducted in the raid.

Neighbor Baya Ali Moussa also suffered horror and loss that night.

While she also escaped Balangoura, the body of her 23-year-old son was discovered three days later, floating in the lake.

Both villagers found refuge elsewhere on the lake, but they depend on dwindling help from NGOs and aid organizations battling massive foreign cuts to humanitarian budgets.

Surrounded by Cameroon, Chad, Niger and Nigeria, Lake Chad’s countless islets serve as hideouts for the Islamist militants, whose violent campaign began in Nigeria’s northeast before spilling into its neighbors.

Militant attacks have surged in the wider Sahel region, though Boko Haram has lost ground to the army in the Lake Chad area.

The insurgents have nevertheless remained a constant threat, carrying out frequent kidnappings, executions, rapes and lootings.

In Chad’s Lac province alone, more than 250,000 people have been forced to flee their homes, says the United Nations.

Tipping people further into poverty in one of the world’s most impoverished nations only helps turn the area into a recruiting ground for the militants.

Like 2,000 others, Baya Ali Moussa and Ahmat Moussa have taken refuge in Yakoua, some 20 kilometers (12 miles) from the Lac region’s capital, Bol, on the banks of a branch of the lake.

“Here we’ve nothing to eat or drink, we survive only thanks to community togetherness and to humanitarian workers,” said Baya Ali Moussa.

For three months, the ACTED humanitarian organization has distributed emergency aid to the displaced people in Yakoua.

“Attacks continue, kidnappings continue, camps for displaced people turn into villages, but the humanitarian momentum we saw from 2015 to 2019 has waned,” said Togoum Atikang, who heads ACTED’s rapid response projects.

“Some donors are pulling out their funding,” he added.

“Wherever we pull out, the population will suffer even more,” he warned.

Chad’s Lac region is one of many around the world to be hit by cuts in the United States’s foreign aid budget ordered by President Donald Trump.

Having accounted for half of the World Food Programme’s funding, the United States was the UN food agency’s top bankroller followed by Europe.

“With funds declining, we have to cut back,” said Alexandre Le Cuziat, WFP deputy director in Chad.

At the beginning of July, the WFP suspended its flight service between the Chadian capital N’Djamena and Bol.

So where previously it took less than an hour to fly in goods and people, now the journey will have to be made by road — a whole day along an unsafe route.

The WFP and the UN refugee agency are also shuttering several offices in the Lac region.

“The US financing freeze has hit some seven percent of the humanitarian aid here in Chad since January,” said Francois Batalingaya, the UN’s humanitarian coordinator in the country.

“But the problem is that we have no idea of what the rest of the year will bring.”

He worried that aid groups would leave “from the month of October onwards.”

Funding for the humanitarian response plan for Chad is “only at 11 percent” of the 1.45 billion dollars required, he said.

At the same time last year, it was 34-percent funded, he added.

As the international climate for humanitarian funding has gone cold, at the national level Chad has also prioritized sending emergency aid to its eastern border with war-torn Sudan.

More than a million Sudanese have fled to Chad since the civil war began in April 2023.

“As a result, Lake Chad no longer captures the world’s attention,” Batalingaya said.

“If we forget the people of the region, there will be more people displaced and more people will join these armed groups.”