As geopolitical tensions between India and Pakistan escalate, the aftershocks are being felt in India’s retail and e-commerce landscape. Leading fashion platforms Myntra and Ajio have removed Turkish apparel brands from their websites, following public backlash over Turkey and Azerbaijan’s diplomatic support to Pakistan.
This move comes amid growing calls for economic retaliation and disengagement from trade. The Confederation of All India Traders (CAIT), representing over 8 crore traders and more than 40,000 associations across India, has formally demanded a full-fledged boycott of Turkish and Azerbaijani products and services across sectors, from imports and exports to tourism and entertainment.
Fashion Giants Respond to Public Sentiment
E-commerce platforms have begun distancing themselves from Turkish brands. Myntra has pulled Trendyol, a top-selling women’s fashion label in India, from its listings. Other Turkish brands like Koton, Mavi, and LC Waikiki have also disappeared from both Myntra and Reliance-owned Ajio, either marked “out of stock” or removed altogether.
Although Myntra has not officially commented, Ajio’s parent company, Reliance Retail, issued a clear statement emphasizing its commitment to national sentiment. A company spokesperson said, “We place national interest above all. We are reviewing our entire product catalogue to ensure alignment with Indian values and consumer sentiments.”
Notably, Reliance has also shut its office in Turkey, indicating a broader strategic disengagement.
CAIT Intensifies Campaign
In a stern warning on Friday, CAIT declared passing a resolution to cut all commercial relations with Azerbaijan and Turkey. Both nations were condemned by the traders’ body for backing Pakistan in the current conflict, dubbing their act a “betrayal” of India’s long-standing goodwill.
CAIT’s proposal spans across industries, urging businesses to halt imports, cancel exports, stop film shoots, and cease brand endorsements in both countries. The organization also plans to submit a memorandum to the Ministries of Commerce and External Affairs, seeking formal review of bilateral trade relations.
Public Outrage Goes Digital
The boycott movement is gaining rapid traction on social media, with consumers echoing nationalistic calls to “Buy Indian” and avoid Turkish or Azerbaijani products. However, it appears Amazon India still lists some Turkish lifestyle and clothing items, unlike its competitors who have acted swiftly.
Economic Impact and Next Steps
Myntra had exclusive rights to sell Trendyol in India, reflecting the brand’s prior popularity. The suspension of these partnerships, though temporary for now, may evolve into long-term policy shifts depending on diplomatic developments.
While so, other industries are also expected to face the heat, particularly tourism. Indian tour bookings to Turkey and Azerbaijan have fallen off a cliff, with some platforms reporting up to 250% boost in cancellations.
As India reassesses its trade and foreign policy alignment, corporates are increasingly taking a position that marries business with nationalism a trend that can shape the future brand strategies in politically sensitive markets.
Also Read: Indian Travel Firms Suspend Bookings to Turkey, Azerbaijan
