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  • Do home-grown brands appeal to discerning Indian shoppers?
  • Do home-grown brands appeal to discerning Indian shoppers?
    Cottonbro (2020) ©

Are Indians ‘vocal for local’?

Since he was elected as Indian PM, Narendra Modi has championed a home-grown economy that relies on domestic manufacturing and brands. But are citizens interested in buying local? How do personal aspirations, quality concerns, and budgets impact Indians’ shopping habits?

Location India

On the 15th of June 2020, a military clash between India and China on the Himalayan border resulted in the deaths of 20 Indian soldiers. On the southern side of the border, the stand-off led to an increase in anti-Chinese sentiment, compounding the negativity that had been building since the outbreak of COVID-19. The Indian government quickly responded by banning nearly 60 Chinese apps, including TikTok, with further bans and trade curbs put in place afterwards as the political and economic stand-off continued to play out. [1][2]

As hashtags such as #BoycottChina and #BoycottChineseProducts ...



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