Ahead of the 50% tariffs that are set to be imposed by the US on Indian goods, the country India has hired a new lobbying firm to improve its outreach with the Trump administration. The Indian Embassy in Washington, DC has signed a contract with Mercury Public Affairs, a firm headed by former US Senator David Vitter.
Filings with the US Department of Justice show that the agreement will run from mid-August to mid-November this year. For this three-month period, India will pay Mercury $75,000 (about Rs 65.5 lakh) each month, adding up to $225,000 (around Rs 1.96 crore), as per a Times of India report.
India hiring Mercury after first deal with Miller backfires
According to the report, India hiring Mercury is quite significant as the account will be managed by former US Senator David Vitter and Bryan Lanza, who worked on Donald Trump’s 2020 transition team. They will be supported by a four-member team, including Kevin Thomas, the first Indian-American elected to the New York State Senate.
Mercury also has strong ties to senior figures in Trump’s circle. Susie Wiles, now Trump’s Chief of Staff, was a registered lobbyist with the firm until late 2024. Lanza has also held top roles in Trump’s 2016 campaign and later advised Senator JD Vance during his election bid. But why is there a need for a second lobbying firm now?
Well, India signed a one-year contract worth $1.8 million with Jason Miller’s firm SHW Partners LLC. That contract costs India a monthly fee of $150,000. Miller is a well-known Trump ally and is best known as the chief spokesman for Trump’s 2016 campaign and a senior adviser during the 2020 and 2024 campaigns. He also briefly ran the conservative social media platform Gettr before returning to Trump’s political circle.
Despite this investment, India’s trade problems with the US have only grown. A stalled trade deal pushed tariffs on Indian exports up to 25%. Now, that Trump is preparing another 25% penalty because of India’s continued imports of Russian oil, which will bring the total tariff burden to 50%.
Is Pakistan at advantage?
Just weeks before India’s deal with Miller, Pakistan hired Keith Schiller, Trump’s former bodyguard and long-time confidant. Both Miller and Schiller are considered “Trump whisperers,” but Schiller’s personal bond with Trump may have given Pakistan an edge. Pakistan has secured lower tariffs and warmer ties, highlighted by Trump inviting Pakistani army chief Asim Munir to a White House lunch.
Experts have suggested that lobbying alone may not sway Trump. Both Miller and Schiller have been away from Trump’s administration for years, and Trump is known for making instinct-driven decisions. Direct personal connections, symbolic moves, and leader-to-leader talks often matter more than back-channel lobbying.
Prime Minister Modi, however, has avoided direct tariff discussions with Trump, even during a phone call. Indian officials say he prefers leaving such talks to formal negotiating teams rather than personal bargaining.
Mukesh Aghi, head of the US-India Strategic Partnership Forum, noted that under Trump, trade outcomes are more likely to depend on direct leader-to-leader engagement than on hired lobbyists.
It is not unusual for foreign governments to work with multiple lobbying firms at once, as each firm offers different expertise. Some countries hire as many as six firms to strengthen their outreach in Washington.