New Delhi, September 22, 2025 – The Aam Aadmi Party (AAP) has launched a scathing attack on Prime Minister Narendra Modi, accusing him of undermining his own "Swadeshi" campaign by relying on foreign luxury brands in his personal and official life. The controversy erupted on Monday, hours after Modi's impassioned speech urging Indians to embrace domestically made products as part of the Atmanirbhar Bharat initiative, amid ongoing trade tensions with the United States and new GST reforms aimed at boosting local economies.
In his address on Sunday, Modi called for a cultural shift toward Indian-made goods, tying the appeal to the newly implemented GST rate rationalizations, which are expected to save consumers Rs 2.5 lakh crore annually. "Say with pride, 'I buy Swadeshi,'" Modi declared, emphasizing that choosing local products would strengthen India’s economy against global trade challenges, including U.S. tariffs and visa restrictions impacting Indian exports. Industry leaders, such as Dabur CEO Mohit Malhotra, echoed Modi’s call, noting that widespread adoption of Swadeshi could provide a "real thrust" to domestic manufacturing.
However, AAP leaders swiftly countered with accusations of hypocrisy. AAP MP Sanjay Singh, in an interview with ANI, pointed to Modi’s alleged use of high-end foreign goods, stating, "PM Modi wears glasses from Italy, a watch from Switzerland, uses a phone from America, uses cars from Germany, and is loaded on foreign brands, and yet he tells people to use Swadeshi products." Delhi Chief Minister Arvind Kejriwal escalated the critique on social media, questioning Modi’s commitment to his own message. "Will you give up all foreign goods you use? Will you give up that foreign jet you roam around in?" Kejriwal posted on X, referring to Modi’s use of imported aircraft like the Boeing 777 for international travel. The post, which went viral with thousands of shares, fueled online debates under hashtags like #SwadeshiHypocrisy.
While the specific claims about Modi’s possessions – including Italian Luxottica glasses, a Swiss Rolex or Omega watch, an American iPhone, and German Mercedes-Benz or BMW vehicles – remain unverified by official sources, they draw from longstanding opposition narratives and media observations of Modi’s public appearances. Past controversies, such as Modi’s use of a German Montblanc pen, were also resurrected by AAP to paint a picture of inconsistency between his lifestyle and rhetoric. Kejriwal further criticized the GST "Bachat Utsav" as a superficial gesture, arguing it fails to address deeper issues like inflation and unemployment that burden ordinary citizens.
The Bharatiya Janata Party (BJP) has yet to issue an official response, though party spokespersons dismissed AAP’s allegations as "petty distractions" ahead of upcoming state and municipal elections. They pointed to Modi’s promotion of khadi clothing and Indian startups as evidence of his commitment to Swadeshi, urging focus on policy achievements like the GST savings. Government social media accounts also highlighted Modi’s recent engagements, such as his promotion of local handicrafts during a visit to Itanagar, Arunachal Pradesh, to counter the narrative.
The controversy unfolds against a backdrop of strained India-U.S. trade relations, with Modi’s Swadeshi push seen as a strategic response to tariffs on Indian steel and digital services. Political analysts warn that the personal nature of AAP’s attack could resonate with urban voters grappling with the practicality of shunning imported goods in a globalized economy. "Modi’s Swadeshi call is aspirational, but it’s a tough sell when the elite visibly embrace foreign brands," said political strategist Ankit Lal, noting the timing ahead of festive season spending.
As AAP leverages the issue to bolster its anti-elite credentials, particularly in Delhi’s upcoming civic polls, the debate has reignited tensions over authenticity in Indian politics. Modi’s supporters argue that his focus on structural reforms outweighs personal lifestyle critiques, but the opposition’s narrative has struck a chord online, ensuring that the Swadeshi controversy remains a flashpoint in India’s polarized political landscape.
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