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India-US ties: Toothpaste is new battleground
Financial Express Hyderabad
|September 06, 2025
DABUR, THE 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 on 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.
Consumer goods company Dabur, valued at $11 billion, took out a front-page newspaper advertisement this week carrying photos of unbranded toothpaste packs that resemble Colgate packaging.
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