Abstract
This study contributes to the theory of consumer ethnocentrism by empirically examining its role in the Indian market. The study has been conducted on Indian Millennials using the well-established CETSCALE to capture ethnocentric behaviour. The study’s findings show that CETSCALE is a unidimensional variable in India. Social identity theory has been used to explore and validate the results. The scale explains 75% of the variance through four key constructs toward ethnocentric behaviour of Indian millennials. This paper is of value to marketers interested in the rapid rise of home electronic appliances in India. The product used for this study is an air-conditioner. Multinational companies can use this study to strategically respond to entering the Indian market. Further theoretical and practical implications are presented with potential for future research.