Dabur (DABU.NS), an Indian company that competes with Colgate-Palmolive, has turned its toothpaste into a national symbol, urging consumers to opt for local brands over American ones. India is pushing for local products amid trade tensions with the United States.
Indian Prime Minister Narendra Modi on Thursday renewed his call for the use of "swadeshi" — or made-in-India — products. He suggested that schoolchildren create a list of foreign brands and that teachers encourage them to avoid these brands.
Last week, U.S. President Donald Trump imposed tariffs of up to 50 percent on goods imported from India. In response, Modi's supporters launched a WhatsApp campaign calling for a boycott of American brands, including McDonald's, Pepsi, and Apple.
Dabur, a major consumer goods company valued at $11 billion, took out a front-page ad this week featuring toothpaste packages that resemble Colgate's packaging, but without mentioning the competitor by name. The ad notes that India's most popular toothpaste brand is American, while Dabur is presented as the "Swadesh" choice.
