New Delhi: As Donald Trump’s 50% tariff hike on Indian goods takes effect, voices of resistance are mounting at home. Yoga guru Ramdev and Lovely Professional University founder-chancellor Dr Ashok Kumar Mittal have urged Indians to boycott American brands, framing the move as both economic retaliation and patriotic duty.

Yoga guru Baba Ramdev launched a scathing attack on the US administration, urging Indians to “completely boycott” American brands such as Coca-Cola, Pepsi, McDonald’s, KFC and Apple.

He branded President Trump’s trade measures as “tariff terrorism” and “economic terrorism,” accusing Washington of bullying India and attempting a form of intellectual colonisation.

Ramdev argued that a “massive boycott” could unleash economic chaos in America, fuelling inflationary pressures that might force Trump to reverse his decision.

“Swadeshi” (Indian-made) products, he said, should be embraced with urgency as a show of unity and self-reliance.

The call came as Trump’s decision to double tariffs on Indian imports — raising duties from 25% to 50% — took effect, striking sectors like textiles, gems and jewellery, and auto components.

Industry experts warn the hike could severely squeeze Indian exporters, even as it casts a shadow on decades of growing US-India strategic ties.

Lovely Professional University (LPU) founder-chancellor Dr Ashok Kumar Mittal also announced a campus-wide ban on American soft drinks and launched his nationwide “Swadeshi 2.0” campaign.

Addressing a gathering at Delhi’s Constitution Club, he said: “If our forefathers could reject British goods under colonial rule, why can't we do it today? America has underestimated India’s strength and resolve. The time has come to respond firmly.”

Mittal described Washington’s tariff move as “hypocrisy and bullying,” accusing the US of unfairly targeting India over its Russian oil imports while its allies continued similar purchases.

LPU, with over 40,000 students, has already enforced the boycott, with Mittal warning on social media: “If the US goes ahead with 50% tariffs, LPU will not sit quietly.”

Both Ramdev and Mittal framed their calls as acts of economic resistance deeply tied to national pride, evoking the spirit of India’s original Swadeshi movement.

While the government continues its policy recalibrations, their campaign underscores a rising tide of public anger — and a symbolic assertion of self-reliance in the face of what critics call Trump’s draconian trade war.