Myntra and Ajio, India’s top online fashion platforms, have stopped selling Turkish brands following public outrage over Turkey’s support for Pakistan during the recent India-Pakistan military conflict. The backlash erupted after Turkey and Azerbaijan expressed solidarity with Pakistan in the wake of India’s Operation Sindoor, which was launched in response to the Pahalgam terror attack. As national sentiments flared, calls to boycott Turkish products surged on social media, prompting major Indian fashion platforms to take action. Both retailers have quietly removed Turkish-origin clothing and accessories from their online catalogs in an effort to align with public sentiment and avoid further controversy.

Myntra Removes Trendyol and Turkish Fashion Lines

Owned by Flipkart, Myntra held exclusive rights to sell Turkish fashion giant Trendyol, known for its trendy women’s wear. Backed by Chinese conglomerate Alibaba, Trendyol enjoyed decent traction among Indian shoppers. However, as tensions escalated, Myntra began removing Turkish products over the weekend. By mid-week, all Turkish items had disappeared from the platform. Industry insiders revealed that Myntra is reassessing its global brand partnerships and may consider reintroducing Turkish brands only after evaluating the political and social climate. The company has not issued any official statement, opting instead to act discreetly under public pressure.

Ajio Drops Turkish Labels and Shuts Turkey Operations

Reliance Retail’s Ajio has taken even firmer steps by removing Turkish brands like Koton, LC Waikiki, and Mavi. These products are now marked as “out of stock” on the site. A Reliance spokesperson confirmed that the company is aligning its product strategy with national values and has shut down its office in Turkey. The removal of these brands was completed swiftly, and the company clarified that its association with Turkish textile firm Kvanc Tekstil had ended long ago. Ajio’s bold move reinforces a broader corporate trend of distancing from nations whose policies clash with India’s national interest, especially during times of heightened geopolitical sensitivity.

Trade Boycott Led by Indian Traders’ Confederation

The Confederation of All India Traders (CAIT), representing over 125 major trade bodies, has intensified the movement by formally passing a resolution urging all Indian businesses to sever commercial ties with Turkey and Azerbaijan. CAIT’s statement emphasized India’s past diplomatic and humanitarian support to these countries, which it now sees as unreciprocated. The organization is pushing for a comprehensive halt to imports, exports, and tourism involving Turkey and Azerbaijan. It has also warned traders and exporters to avoid any business engagements with these nations and is set to approach the Ministry of Commerce and Industry and the Ministry of External Affairs for policy review.

Cultural Impact: Call to Boycott Films Shot in Turkey

The boycott has extended beyond trade, touching India’s film and entertainment sector. CAIT has urged Indian filmmakers and production houses to stop filming in Turkey and Azerbaijan, citing national dishonor. It has also called for a public boycott of any movie or advertisement shot in these countries. This marks a significant cultural response, reflecting how geopolitical events are now influencing creative industries. The incident highlights how brand strategies and artistic decisions are increasingly being shaped by nationalistic sentiments and global diplomacy. As India recalibrates its global alliances, businesses must tread carefully to avoid public backlash while maintaining international partnerships.

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Source : indiatoday.in