> those who almost universally loathe their own country's products.

In Indian rural side, "desi" (native) is almost always synonyms with bad quality, not cheap which is implied, but bad quality. I heard that desi in many foreign country means Indian?!

Desi or swadesi (home made) had a special emotional appeal to urban upper middle class leadership during freedom struggle. I don't know how they feel about it.

Chandrayaan from ISRO was a very significant moment in this regard. Done by desi engineers educated in desi schools. I am one of those.