With a steep 50% U.S. tariff set to take effect on August 27, India has decided to seek help in Washington. According to a Politico report, the Indian Embassy has hired Mercury Public Affairs LLC, led by ex-Senator David Vitter. The firm is closely tied to former President Trump and is staffed by key figures like Susie Wiles, previously Trump’s Chief of Staff.
Under a new Foreign Agents Registration Act (FARA) filing, Mercury will provide federal government relations, media, and strategic communications services to the Indian Embassy. These services will be rendered from mid-August through mid-November at $75,000 per month, totaling $225,000.
India’s growing PR investments
Interestingly, the report also points out that India has already engaged the services of SHW Partners LLC, for a whopping $1.8 million annual contract. This firm is headed by former Trump adviser Jason Miller and is tasked with strategic counsel and public perception management.
The looming 50% U.S. tariff rate combines an earlier 25% “reciprocal” tariff with an additional 25% penalty tied to India’s ongoing Russian oil purchases. The first tranche has already been in place, while the additional penalty will be publicly enforced from August 27, 2025.
India condemns the extra tariffs
India has criticized the tariff escalation as “unfair, unjustified and unreasonable,” calling it a violation of New Delhi’s strategic autonomy. Indian officials argue that continuing to purchase energy from Russia serves national interests and ensures a stable, affordable supply for its population.
Economically, the tariff hike threatens India’s exports, covering $48.2 billion of goods, and particularly imperils labor-intensive sectors like textiles and jewelry. Analysts warn of a sharp GDP slowdown, with estimates suggesting export losses between $5 billion to $8 billion.
New Delhi insists that talks are ongoing between the two countries, with determined efforts being made to soften the blow of the tariff regime. However, White House trade adviser Peter Navarro has said that he anticipates the additional tariff will go into effect as scheduled.