The ongoing tariff dispute between the US and India is proving to be a boon for Baba Ramdev’s company Patanjali. This dispute has created an atmosphere of promoting indigenous products, which is directly benefiting Ramdev’s company. After the US announced the imposition of an additional 25 percent tariff on Indian products on 27 August 2025, Ramdev started singing the song of Swadeshi. He tried his best to attract people by linking Patanjali’s products with Indian pride and the Swadeshi movement. Prime Minister Narendra Modi’s appeal to adopt Swadeshi also gave further strength to Ramdev’s campaign.
But the question is, can the quality of Patanjali’s products and the trust of the people make this campaign successful, especially when the company has received warnings from the courts several times?
Patanjali shines in the guise of Swadeshi
Baba Ramdev has been promoting Patanjali as an indigenous brand for the past several years. He claims that Patanjali’s products are a gift of Indian culture and Ayurveda, which are purer and more affordable than those of foreign companies. The US-India tariff dispute has given him a golden opportunity. When the US imposed additional tariffs on Indian steel, aluminium and other products, India also increased tariffs on American products, such as apples, almonds and other agricultural goods in retaliation. This made foreign products more expensive, and Ramdev took advantage of this opportunity to start promoting Patanjali’s indigenous products.
Ramdev and his team described Patanjali’s products as a symbol of “Indian pride” through television channels, social media and public events. In his interviews in media houses in Delhi and Noida, the message was clear that adopting Swadeshi is necessary to save the Indian market from foreign companies. He appealed to people to buy Patanjali products, such as soap, oil, toothpaste and food items, so as to reduce dependence on expensive foreign goods. Prime Minister Modi’s “Aatmanirbhar Bharat” and “Vocal for Local” campaigns also gave a boost to Ramdev’s efforts.
Questions on quality and court reprimand
While Ramdev’s Swadeshi campaign has attracted many people, questions have also been raised about the quality of Patanjali’s products. Several times, the courts have reprimanded Patanjali for its misleading advertisements and false claims. For example, some of Patanjali’s products, such as Coronil, were promoted as a cure for COVID-19, but health authorities and courts took strict action against it. Similarly, questions were raised about the quality and purity of many of Patanjali’s products, which led to a section of consumers being skeptical of its products.
Despite this, Ramdev’s marketing strategy has made Patanjali a big brand. But the question is, do these products sold under the guise of being indigenous really meet the quality that people expect? Many experts believe that some of Patanjali’s products also use foreign ingredients, which weakens Ramdev’s claim of indigenousness. In addition, court warnings and fines have also hurt Patanjali’s reputation. A section of consumers question whether Patanjali’s products can really compete with foreign brands. Court proceedings and quality-related controversies have shaken public confidence.
The way forward and questions
People say that to continue the Swadeshi campaign, Patanjali will have to improve the quality of its products and avoid court disputes. Marketing or emotional appeals alone are not enough to win public trust; the purity and efficacy of the products are also essential.
At the same time, Ramdev will also have to understand that Swadeshi does not just mean boycotting foreign products, but also providing world-class quality to Indian consumers.
