The study aims to empirically assess the dimensionality, reliability and validity of the consumer ethnocentrism tendency scale (CETSCALE) in the liberalised economy, India. Data are collected using a structured questionnaire from urban and rural regions to evaluate the CETSCALE. A total of 900 valid responses were collected. The dimensionality, reliability and validity have been assessed for the urban sample of 455 and the rural sample of 445 separately, as well as for the collective sample of 900. It was established that CETSCALE is not unidimensional in India. It comprises two dimensions, termed as, protective ethnocentrism and patriotic ethnocentrism, in all three samples. The bi-dimensional CETSCALE is also found reliable and valid. The study advances the existing pool of information in the field of international economics, consumer psychology and global marketing. It also assists domestic producers to get an improved understanding of consumers’ ethnocentric tendencies, which in turn would benefit them to choose superior marketing strategies and boost their sales. Progress of inland manufacturers will help the nation to grow and the overall quality of life of people will improve. The study will not only deliver certain social and policymaking insights to the domestic firms and Government but also to the foreign firms functioning or planning to operate in India.