Published Paper Details:

The "Made-in-India" campaign, most notably exemplified by the Government of India's "Make in India" initiative launched in 2014, aims to transform India into a global manufacturing hub. This campaign has not only targeted domestic and foreign investors but also played a pivotal role in shaping consumer behaviour. This study explores the perception of Indian consumers towards the Made-in-India label, including factors influencing their purchase decisions, levels of awareness, trust in Indian brands, and patriotic sentiments associated with indigenous products. A structured questionnaire was administered among 300 respondents from various demographic backgrounds across India. The findings indicate that while a significant proportion of consumers display a positive inclination towards Indian-made products, factors like quality, price competitiveness, and brand recognition continue to play crucial roles. This paper contributes to the understanding of domestic branding strategies and offers insights for policymakers and marketers on enhancing the effectiveness of the Made-in-India campaigns.