Toothpaste ads caught in US-India tensions

US last week imposed tariffs of up to 50% on imported Indian goods, prompting Modi's supporters to start a WhatsApp campaign to boycott American brands including McDonald's, Pepsi, Apple

- REUTERS

Dabur, Indian rival of Colgate-Palmolive, is making its toothpaste a test of nationalism by asking consumers to shun American brands, as companies intensify promotion of local goods amid worsening trade ties with the United States.

Prime Minister Narendra Modi Thursday reiterated his call to use "Swadeshi", or made-in-India goods. Children should "make a list” of foreign-branded goods, Modi said, while teachers should push them to not use them.

US President Donald Trump last week imposed tariffs of up to 50% on imported Indian goods, prompting Modi's supporters to start a WhatsApp campaign to boycott American brands including McDonald's, Pepsi and Apple.