Dabur, a leading Indian consumer goods company, is turning its toothpaste advertising into a patriotic message. The company is urging Indian consumers to choose locally made products over American brands. This campaign comes at a time when trade between the US and India has become tense due to tariffs imposed by the US on Indian goods.
Dabur’s Bold Move Against American Brands
Recently, Dabur placed a front-page advertisement in the Times of India. The ad showed toothpaste packs that looked similar to the popular American brand Colgate but without naming it. The ad carried the tagline “Born there, not here” in the colors of the American flag, highlighting that the American brand is made abroad while Dabur positions itself as the “Swadeshi” or made-in-India choice. This move reflects a growing wave of nationalism encouraged by Prime Minister Narendra Modi’s call to use “Swadeshi” products and reduce dependency on foreign brands.
Rising Trade Tensions Fuel Nationalism
The campaign coincides with US President Donald Trump’s recent decision to impose tariffs of up to 50% on Indian imports. In reaction, Modi and his supporters have pushed for boycotts of American brands such as McDonald’s, Pepsi, and Apple. Dabur’s ad even included a QR code linking buyers directly to purchase Dabur products on Amazon India, showing a smart use of digital marketing amid the nationalist sentiment.
Impact on Market and Consumer Sentiment
Colgate leads India’s toothpaste market with a 43% share, while Dabur holds third place with 17%, according to 2024 data. Experts call Dabur’s strategy “moment marketing,” aiming to benefit from patriotic feelings, especially during this time of heightened trade tensions. Other Indian brands like Amul have also jumped onto the ‘Made in India’ bandwagon through creative ads emphasizing local pride.
The Swadeshi Wave in Indian Marketing
This patriotic marketing trend aligns with the government’s vision to boost local manufacturing and economic self-reliance. Indian brands are using this opportunity to strengthen their market positions by appealing to consumers’ pride in indigenous products. This movement not only affects buying choices but also shapes the way companies market their goods in a fiercely competitive market.
Dabur’s toothpaste campaign is a clear example of how businesses are creatively responding to geopolitical events and changing consumer mindset by promoting Swadeshi values in simple, impactful ways.
