India’s influence in the U.S. market is experiencing significant growth, as evidenced by both consumer trends and business developments. The recent launch of Mattel‘s Diwali Barbie, which sold out within a day, exemplifies the growing American interest in Indian culture. Major retailers such as Target, Walmart, and Costco are expanding their offerings of Diwali-related products ahead of the festival beginning October 31.
The economic relationship between the two countries continues to strengthen, with U.S. imports from India more than doubling over the past decade to reach $87.3 billion in 2023. Walmart has committed to sourcing $10 billion in goods annually from India by 2027. India’s traditional role as a hub for U.S. companies’ back-office operations has evolved, producing global tech giants such as Infosys and Wipro, while economic reforms have helped Indian companies such as HDFC Bank join the Fortune Global 500.
A notable example of India’s growing business presence in the U.S. is Mahindra Ag North America. Led by CEO Viren Popli, the company has established itself as a significant player in the American agricultural equipment market over the past 30 years. Mahindra has adapted its business model to cater to different market segments, focusing on sophisticated small tractors for U.S. hobby farmers while offering basic tractors in Brazil.
The company has noticed an interesting trend in the U.S., where about 15% of their market consists of “rural lifestyle seekers” – customers looking for small but technologically advanced tractors for hobby farming. These customers often seek to escape urban life while maintaining access to modern agricultural technology.
Popli notes that India’s brand perception in the U.S. has evolved from being primarily associated with technology to encompassing broader business leadership and supply chain integration. Recent geopolitical tensions have influenced customer concerns, with dealers increasingly inquiring about Chinese content in products.
Mahindra has also embedded itself in American culture through NASCAR sponsorship of driver Chase Briscoe’s No. 14 team, strategically targeting rural communities that form a significant part of their customer base. This marketing approach demonstrates how Indian companies are successfully integrating into traditional American markets while maintaining their distinct identity.
