Myntra, AJIO Drop Turkish Brands Amid India-Pakistan Tensions

There has been growing calls from Indian businesses to boycott Turkey and Azerbaijan for their support to Pakistan in its standoff with India following the Pahalgam attack. After trade and tourism players, Indian ecommerce platforms like Myntra and Reliance-owned AJIO have stopped selling Turkish products.

Initially, Turkish apparel brands, including Trendyol, Koton, and LC Waikiki were deprioritised on Myntra and AJIO websites when tensions between India and Pakistan escalated before the ceasefire. However, these ecommerce majors have completely suspended the sale of Turkish apparels, according to Inc42 reports.

“At Reliance, ‘Nation First’ is not just a belief—it is the guiding principle behind every decision. In solidarity with our fellow citizens, we are actively reassessing our offerings across platforms to ensure they reflect the values and sentiments of the country. We remain unwavering in our commitment to serving national interest above all else,” a Reliance spokesperson told Inc42.

Nearly 10 Turkish brands are currently available on these two platforms. India maintains a trade surplus with Turkey, with reports indicating that between April 2024 and February 2025, India exported goods worth $5.2 billion to Turkey, while imports from Turkey totaled $2.84 billion.

Trade with Turkey, Azerbaijan

India's trade relations with Turkey and Azerbaijan are expected to come under strain due to Ankara and Baku backing Islamabad and condemning India's recent strikes on terror camps in Pakistan.

Following their support to Pakistan, calls for boycotting Turkish goods and tourism have surfaced across the country, with online travel platforms such as EaseMyTrip and Ixigo issuing advisories against visiting these nations.

In fact, Indian traders too have started boycotting Turkish products such as apples and marble. India has a trade surplus with both nations.

India's exports to Azerbaijan stood at only $86.07 million during Apr-Feb 2024-25 as against $89.67 million in 2023-24. It accounts for a meagre 0.02 per cent of India's total outbound shipments.

And the country's imports from Turkey was $2.84 billion during April-February 2024-25 as against $3.78 billion in 2023-24. It accounts for only about 0.5% of India's total imports of $720 billion.