Swadeshi Versus Global Brands: Mapping the Efficacy of the Self-reliance Invocation

A lot of things have changed since the deadly Coronavirus attack the world has changed upside down. There are changes in systems and operations of business, reforms in economic and financial policies all over the world and so in India. After the local pitch in support of local business by honourable Prime Minister of India, ‘go vocal for local’, as a step towards atmanirbhar economy, on one hand there are consumers who are prepared to buy only domestic brands while on the other hand some are unwilling to give up global brands completely or selectively. At this instance, it will be interesting to study the willingness of consumers to adopt swadeshi and give up global brands for some chosen product and service categories like electronics, apparels, FMCG, restaurants and services apps. This study was primary in nature. EFA and regression analysis were employed for analysing the data. The results suggested that nationalism and anti-China sentiments have a significant impact on consumer inclination for swadeshi Brands. Hence Government, Entrepreneurs and Industrialist must take suitable actions to use these sentiments for increasing the acceptability of domestic brands and hence invocate Atmnirbhar Bharat (Self Reliant India).