Indian e-commerce giants Myntra and Ajio delist Turkish brands amid national boycott calls after Turkey and Azerbaijan backed Pakistan in a recent military standoff.
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| India's top fashion retailers drop Turkish brands as tensions rise over Ankara’s support for Pakistan following India's cross-border anti-terror operation. Image: TOI |
NEW DELHI, India – May 17, 2025:
Two of India’s largest online fashion retailers—Flipkart-owned Myntra and Reliance-owned Ajio—have removed Turkish brands from their platforms, responding to nationwide calls for a boycott after Turkey and Azerbaijan voiced support for Pakistan following India’s recent military operation, Operation Sindoor, reads a TOI post.
Launched in retaliation for the Pahalgam terror attack, Operation Sindoor targeted militant infrastructure in Pakistan and Pakistan-occupied Kashmir. The operation prompted a swift show of solidarity from Turkey and Azerbaijan toward Pakistan, drawing criticism from Indian citizens, trade groups, and policymakers.
Myntra, which had exclusive rights to distribute Trendyol—an Alibaba-backed Turkish fashion brand—has suspended all Turkish apparel listings, including Trendyol. Industry executives revealed that the process began last weekend, with full removal by Thursday.
“Myntra is reassessing its brand partnerships amid current geopolitical developments,” a source told The Economic Times. “There is no timeline for reintroduction of these brands.”
Reliance's Ajio has also delisted Turkish labels such as Koton, LC Waikiki, and Mavi, with all related items now marked “out of stock.” A Reliance spokesperson emphasized that the move reflects public sentiment:
“In solidarity with our fellow citizens, we are reviewing our platform offerings to ensure they align with the national mood.”
The spokesperson confirmed the closure of Reliance’s Turkey office and added that its past collaboration with Turkish textile firm Kıvanc Tekstil ended several years ago.
On Friday, the Confederation of All India Traders (CAIT) passed a resolution demanding a full boycott of Turkey and Azerbaijan, including halts on imports, exports, and tourism. Representing more than 125 prominent trade associations, CAIT labeled the support extended by the two nations as “a betrayal of India’s trust and goodwill.”
CAIT announced plans to submit a formal memorandum to the ministries of commerce and external affairs, urging an official policy reevaluation of trade and diplomatic engagement with both countries.
Further, CAIT has called on Indian businesses to avoid collaborations or promotional campaigns involving Turkey and Azerbaijan. The body also issued a warning to Bollywood and advertising firms, discouraging any film shoots or branding efforts in those regions.
The boycott campaign has gained momentum on social media platforms, where users are urging others to shun Turkish and Azerbaijani products. Visual evidence of Turkish brand removals from Myntra and Ajio has circulated widely.
However, industry insiders note that Amazon India continues to sell some Turkish fashion and lifestyle brands, with no official statement from the company regarding future action.
As India’s diplomatic and commercial response intensifies, this boycott signals a shift in how national sentiment increasingly shapes economic decisions, especially in the tech-driven retail sector.