Following the India-Pakistan ceasefire after Operation Sindoor, a surge in patriotic merchandise has been observed, indicating a shift in how citizens express their national pride. Entrepreneurs are capitalizing on the patriotic fervor by creating and selling items inspired by the operation. This includes T-shirts, sarees, and tote bags featuring military emblems and operation-related slogans.
Operation Sindoor was launched on May 7, 2025, as a response to the April 22 Pahalgam terror attack that resulted in the deaths of 26 people, mostly tourists. The operation targeted nine terrorist sites in Pakistan and Pakistan-occupied Jammu and Kashmir. India clarified its response as focused, measured, and non-escalatory, emphasizing that Pakistani military establishments were not targeted.
The rise in patriotic merchandise reflects a desire among many to show support for the armed forces. For example, Adi Arora, a 34-year-old entrepreneur, quickly turned Air Marshal A K Bharti's quotes into T-shirts, which became bestsellers. One T-shirt features the quote, "Our job is to hit the target, not to count the body bags". Another design includes the emblems of the armed forces with the tagline "Operation Sindoor". Arora decided that all profits from the sale of this specific collection would be donated to an organization or charity working for the Pahalgam attack victims or one that supports the welfare of Indian soldiers. Prasad Narayan Kamkar, a handloom cotton saree wholesaler, rebranded his unsold red and maroon sarees as "Sindoor sarees".
However, this trend has also sparked controversy. Some view it as insensitive commercialization of a sensitive event. The Confederation of All India Traders (CAIT) has expressed deep concern over the sale of Pakistani flags, mugs, and T-shirts with national symbols on e-commerce platforms like Amazon and Flipkart. CAIT has urged the government to ban the sale of these items, calling it "deeply disturbing" while Indian soldiers are risking their lives for the nation. They argue that such actions reflect a blatant disregard for the dignity of the armed forces, the sovereignty of India, and the emotions of every patriotic Indian citizen. CAIT has asked for an investigation into how such items were listed and allowed for sale and has requested strict compliance measures against platforms that fail to adhere to national sensitivities.
Despite the controversy, the demand for patriotic merchandise remains high. This surge in demand highlights the strong sense of national pride and support for the armed forces among many Indians. The government has also been promoting "Aatmanirbhar Bharat" (self-reliant India) in defense, encouraging domestic production of military equipment and technology. Operation Sindoor showcased the seamless integration of indigenous hi-tech systems into national defense, including drone warfare and air defense systems.
The conflict and the subsequent patriotic merchandise boom have also played out in the cyber domain. There has been a significant increase in DDoS (Distributed Denial of Service) attacks against India since May 7, with the attacks peaking on May 10. Attackers have targeted government agencies, military facilities, and critical information infrastructure.
