How Indians Show Patriotism Beyond Independence Day: A Deep Dive into Local Brand Support
This data was collected by Z.com Research, a trusted paid survey platform, to explore how Indians are expressing national pride in everyday life. As the country marks its 79th Independence Day, patriotism is everywhere - flags, anthems, and celebrations. But when the music fades and the parades end, how do Indians truly carry their love for the nation into daily choices? Do we put our rupees behind local businesses? Are we amplifying Indian creators? Or are international brands still dominating?
The answers, based on responses from 363 participants across India, paint a complex and deeply insightful picture of modern patriotism lived through shopping, lifestyle, and cultural support.
Supporting local: More than just a slogan
For most Indians, supporting local brands is not just a passing thought-it is a matter of principle. A striking 75.2% of respondents said it is “very important” to them, with another 21.5% calling it “somewhat important.” That means nearly every Indian surveyed sees value in making local choices, with only a tiny minority dismissing the idea.
But “supporting local” is not a one-size-fits-all concept. The majority define it as buying products made in India (80.7%), while nearly half link it to choosing local food and restaurants (48.8%). Others expand it to less obvious areas: fashion brands (41.3%), local artists and creators (39.4%), and even education platforms (38.8%). This shows that patriotism is not only expressed in essentials like food but also in cultural and aspirational domains such as design, learning, and art.
National development through local choices
An overwhelming 72.2% strongly agree that buying from local businesses contributes to India’s development. When combined with the 22% who “somewhat agree,” it becomes clear that Indians overwhelmingly see a direct link between shopping local and supporting the economy. For many, every purchase feels like a small but meaningful vote for national progress.
This sentiment translates into action. In the past three months, nearly half of respondents (47.4%) said they always choose local brands, while another 35% do so often. Very few admit to rarely or never doing so, underscoring that local choices are becoming habitual rather than symbolic.
Everyday patriotism through shopping categories
Interestingly, local brand loyalty is strongest in categories tied to daily life and personal identity. Food & beverages (73.3%) and fashion (68.9%) dominate, reflecting that what we eat and wear is deeply tied to cultural pride. Beyond that, home goods (53.7%) and personal care (51.8%) also show strong local preference-Indians are turning to local soaps, cosmetics, and household products as part of their everyday routine.
By contrast, areas like tech/gadgets (26.7%) and apps & digital services (27.8%) lag behind. This suggests that while Indians trust local brands for food and lifestyle, international players still hold sway in innovation-driven markets.
The role of community and pride
Supporting local brands is not only about personal choice but also about identity and belonging. A remarkable 74.9% of respondents said they are very likely to recommend local brands they like to others, signaling that word-of-mouth plays a powerful role in sustaining Indian businesses.
The emotional dimension is equally strong: 72.2% said they always feel national pride when using local products, while 23.1% said they feel it sometimes. For most, every local purchase becomes more than a transaction-it’s a reaffirmation of cultural pride.
The barriers: Why global still wins sometimes
Despite the enthusiasm, challenges remain. The biggest barriers are limited availability (35%), higher prices (31.7%), and lower quality perception (22%). Interestingly, only 3.9% admitted being swayed by global trends, suggesting Indians genuinely want to choose local but often find themselves constrained by cost, quality, or access.
This highlights an important truth: patriotism may influence intent, but practicality often shapes final decisions.
Independence Day and beyond
When asked how they plan to celebrate Independence Day, 58.1% said they would buy from local brands, making it the most common patriotic activity. Many also lean toward cultural expression through social media posts (40.5%), local events (40.5%), and patriotic films (32%). Only 8.5% said they would do nothing specific, showing that for most Indians, the holiday carries meaning beyond the official ceremonies.
Crucially, this spirit does not end on August 15th. A stunning 82.9% said they expect to support local brands even more in the future, proving that for many Indians, patriotism is becoming an ongoing lifestyle rather than a once-a-year sentiment.
What would encourage more local support?
Indians are clear about what they want: better product quality (70.2%), better prices or promotions (55.1%), and greater awareness of local options (45.7%). Campaigns and family influence also matter, but at the heart of it, consumers are asking local brands to compete fairly on quality and affordability. When they do, Indians are ready to champion them wholeheartedly.
Conclusion: Patriotism as a consumer choice
The data reveals that for Indians, supporting local businesses is not just symbolic-it is a living expression of pride woven into daily decisions. From food and clothing to education and beauty, Indians are increasingly intentional about where their money goes. The obstacles of price and quality remain real, but the desire to buy local is undeniable.
As Independence Day reminds us of India’s journey, this report shows how patriotism is evolving. Today, it is not only about waving a flag, but also about what we eat, wear, recommend, and celebrate. In a world flooded with global options, Indians are proving that choosing local is one of the most meaningful ways to celebrate the nation-on Independence Day and every day after.
About Z.com Research
This report is brought to you by Z.com Research, a trusted platform for paid surveys in India. With a strong reputation for delivering genuine, transparent opportunities, Z.com Research allows everyday people to share their opinions, influence real insights, and earn rewards at the same time. Whether it’s about shopping habits, lifestyle choices, or cultural trends, your voice helps create meaningful reports like this one.
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