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Brands make ‘swadeshi’ pitch, pick at US tariffs – The Times of India

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Brands make ‘swadeshi’ pitch, pick at US tariffs – The Times of India


MUMBAI/NEW DELHI: You have read about it in history books and several decades later, you are seeing it play out in the form of hashtags on social media and witty brand campaigns-call for swadeshi is back, thanks to Trump tariffs. Only this time, brands are leading the charge. From homegrown companies taking jibes at American rivals through ad campaigns to brands urging loyalty to desi labels, firms are riding on the swadeshi mood to market their products. Such strategies do not always translate into sales because when Indians shop, they look for value, not typically the brand tag. But some amount of moment marketing doesn’t harm, especially ahead of the festive season.

Moment marketing

“Such marketing moves by brands are more of an opportunism but Indians are very arm-chair patriotic. If by buying a local product, they think they are being patriotic, they will do it. Such campaigns tend to work in small towns, they rally behind such products,” said Abhijat Bharadwaj, chief creative officer at Dentsu Creative Isobar.Whether it is, Amul’s ‘Swadeshi Swad’ and ‘Made in India…iski tariff karo’ ads and posts on social media platforms such as X or Dabur’s ‘Made in India for Indians’ ad, pitching consumers to make ‘The Swadeshi Choice’, vocal for local is the brand flavour of the season. “Amidst tariff imposition by the USA, India stands strong,” said Amul in a recent post on X. Some corporate chiefs have also backed the call for swadeshi. “Be vocal for local, Buy Swadeshi, Build India,” Gautam Singhania, chairman and managing director at Raymond, which will celebrate its centenary this month posted recently. Several Indian brands today are not only making in India but also taking local products global. In fact, many global brands are expanding their India sourcing capabilities and setting up shops here. Call it an irony but India is now America’s biggest smartphone source, having shipped more smartphones to the US than any other country in Q2 2025, data from Canalys showed.Brands are tapping into the sentiment to strategise. Godrej Enterprises Group (GEG) will focus on its range of AI-enabled smart appliances and IoT-enabled digital locks made locally this festive season. The vocal for local sentiment reflects a powerful shift in India’s consumer mindset, one that celebrates homegrown innovation and self-reliance, said Sumeet Bhojani, head of brand & strategic insights at GEG. “If the stiff tariff issue settles down or the 50% tariff is brought to a much more reasonable number, even this moment shall pass. If not, expect a fair number of Indian brands coming to the fore either overtly, covertly or subliminally and each one wanting to establish their identity,” said business and brand strategy specialist Harish Bijoor, adding that consumers may or may not embrace the moment. Be Indian, buy Indian has been tried many times in India but consumers will not get easily swayed to buy a brand just because of its Indian roots. “They will buy for value. Patanjali had tried the local vs MNC pitch but it didn’t work,” said branding and advertising coach Ambi Parameswaran. Unless there is a crusade to join, nationalism in personal consumption is not an active driver for consumers, added Sandeep Goyal, chairman at Rediffusion.





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India-UK Trade Deal To Increase Seafood Exports: MPEDA

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India-UK Trade Deal To Increase Seafood Exports: MPEDA


New Delhi: The India–UK Comprehensive Economic and Trade Agreement (CETA) is poised to create significant opportunities for India’s seafood export sector, according to the Marine Products Export Development Authority (MPEDA). During a two-day interaction with exporters, MPEDA chairman D.V. Swamy urged them to adopt strategies focused on value addition and workforce upskilling to fully leverage the agreement.

The CETA pact, inked in July this year, grants zero-duty access to 99 per cent of tariff lines, enhancing the competitiveness of Indian seafood in the UK market. Key categories such as Vannamei shrimp, frozen squid, lobsters, frozen pomfret, and black tiger shrimp are expected to benefit directly from the duty-free access.

The meetings provided a platform for industry stakeholders to explore the implications of the agreement. Presentations by Anil Kumar P., Joint Director, MPEDA, outlined the salient features of CETA, while Alex Paul Menon, Development Commissioner of the MPEZ-SEZ, highlighted the potential for Marine Aquapark SEZ development in Tamil Nadu.

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Stakeholders, including officials from the Department of Commerce, Export Inspection Agency (EIA), and the Seafood Exporters Association of India (SEAI), alongside over 90 exporters from Tamil Nadu, Andhra Pradesh, and Odisha, shared insights on market opportunities and operational strategies.

India exported marine products worth $7.45 billion in 2024–25, with shrimp, fish, and cuttlefish forming the bulk of shipments. Exports to the UK reached 16,082 MT valued at $104.43 million, driven largely by demand for frozen shrimp, which accounted for 77 per cent of the total UK shipments, followed by frozen fish at eight per cent.

Industry experts anticipate that the India-UK CETA could double Indian seafood exports to the UK in the near term. The agreement is expected to catalyse economic growth, employment generation, and innovation while promoting sustainable practices in the sector.

Swamy emphasised that tapping into this opportunity will require coordinated efforts to enhance product quality, scaling up processing capabilities, and training skilled labour to meet the rising demand in global markets. The MPEDA chairman further pointed out that with proactive adaptation and strategic investment, Indian seafood exporters can not only increase their market share in the UK but also establish India as a competitive, high-value supplier in international seafood trade.



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From SGBs To ETFs: 5 Smart Gold Investment Options You Can Try This Festive Season

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From SGBs To ETFs: 5 Smart Gold Investment Options You Can Try This Festive Season


New Delhi: As the festive season draws near, gold prices are reaching record highs. For many Indian households, gold is more than just a metal as it carries cultural importance, emotional value, and serves as a financial safety net in uncertain times. With prices climbing, experts suggest that buyers plan their purchases wisely and explore smart strategies to make the most of their investment.

For generations, buying jewellery has been the most common way to own gold. But rising prices and making charges can cut into your actual returns. If you want to enjoy the benefits of gold without worrying about storage or security, there are safer and more flexible options to consider.

5 Smart Ways to Invest in Gold This Festive Season

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Looking to invest in gold wisely this festive season? Here are five options that go beyond buying jewellery:

1. Gold Mutual Funds

These funds invest either in actual gold or in companies linked to the gold industry. Professionally managed, they give you easy exposure to the gold market without the need to track prices daily. They are also a great way to diversify your investment portfolio.

2. Sovereign Gold Bonds (SGBs)

Issued by the government, SGBs offer returns linked to gold prices along with a small fixed interest. Although new issues may sometimes be paused, existing bonds remain popular for their safety and tax benefits at maturity.

3. Gold Exchange-Traded Funds (ETFs)

Traded on stock exchanges, Gold ETFs track the market price of gold. They allow investors to buy even small amounts, like one gram, without worrying about purity, storage, or theft.

4. Gold Mining Stocks

Buying shares of companies that mine gold gives indirect exposure to gold prices. Returns depend on both gold prices and the company’s performance, making them suitable for investors with some stock market knowledge.

5. Gold Futures and Options

These contracts let investors lock in a future price for buying or selling gold. Best suited for experienced investors, they carry higher risks but can offer significant opportunities if managed carefully.



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Is gold overbought or underinvested? Why BofA metals research chief says entry points are coming; what you need to know – The Times of India

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Is gold overbought or underinvested? Why BofA metals research chief says entry points are coming; what you need to know – The Times of India


Gold remains a key portfolio asset despite recent surges, and investors may still find opportunities to buy on dips, according to Michael Widmer, head of metals research at Bank of America.“Gold is overbought at the moment, but it is still underinvested,” Widmer told Bloomberg Television. “ETF inflows last month were up 880% year-over-year, and that is ultimately a concern. From a pure fundamental macro backdrop, we’re still looking good. The entry points are coming.”Widmer explained that while gold has rallied sharply in recent months, its allocation in portfolios remains well below historical highs. “The highest we’ve ever had in terms of gold allocation is about 1.1%. Right now we are at half a percent. There is still space to increase,” he said, highlighting the potential for selective investment.He cautioned, however, that rapid inflows into gold ETFs cannot continue indefinitely. “You can’t compound growth at 880% forever. At some stage, you run into an air pocket, and gold might not rally. But fundamentally, it remains strong,” Widmer added.On identifying buying opportunities, he said investors should watch for short-term dips. “Monthly or weekly price movements of $100–$200 could present entry points. Volatility is picking up, so the opportunities are coming,” he noted.Widmer also stressed that gold is not purely a speculative asset but plays a strategic role in diversified portfolios. “It has a theoretical underpinning related to fiat currencies and debt. While it doesn’t perform directly in the real economy, it provides price exposure and portfolio diversification,” he said.He noted that institutional holdings of gold typically range from 10–15% of total assets, depending on the risk-return profile. “For the best portfolios, gold serves as a meaningful diversification tool, offering protection and exposure in times of market uncertainty,” Widmer said.(Disclaimer: Recommendations and views on the stock market and other asset classes given by experts are their own. These opinions do not represent the views of The Times of India.)





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