Indian e-commerce giants Myntra and Ajio drop Turkish fashion brands following boycott calls

Major Indian online fashion platforms Myntra and Ajio have removed Turkish clothing brands from their listings amid growing boycott calls over Turkey’s support for Pakistan during the recent India-Pakistan military tensions.

The decision follows Turkey and Azerbaijan’s public backing of Pakistan after India launched Operation Sindoor to target terrorist bases in Pakistan and Pakistan-occupied Kashmir following the deadly Pahalgam attack last month.

Myntra, owned by Flipkart, had exclusive rights to sell Trendyol, a Turkish brand popular for women’s western wear and backed by Chinese giant Alibaba.

As tensions escalated, Myntra began quietly removing Turkish products last weekend, and by May 15, all Turkish items were taken down, according to industry sources.

“Myntra is reviewing its brand partnerships and will decide on the next steps based on future developments,” an executive said. It remains unclear if the Turkish brands will return to the platform.

Similarly, Reliance-owned Ajio has stopped selling Turkish fashion labels such as Koton, LC Waikiki, and Mavi, with these products now listed as ‘out of stock.’

A Reliance spokesperson said, “The company is reviewing its product list to make sure it matches the values and sentiments of the country.”

Reliance also confirmed it has shut its office in Turkey and will remove all Turkish brands from Ajio.

An official involved said the process began earlier this week and was fully completed by May 16. The company also clarified that its earlier partnership with Turkish textile firm Kvanc Tekstil had ended long before the current situation.

“They are now just one of many global suppliers. There is no special treatment anymore,” the spokesperson added.

On May 16, the Confederation of All India Traders (CAIT), representing over 125 trade bodies, passed a resolution urging all Indian businesses to cease trade with Turkey and Azerbaijan.

The group called for a ban on imports, exports, and tourism involving both countries.

CAIT said, “Turkey and Azerbaijan have let India down, especially since India has supported them in the past through humanitarian and diplomatic efforts.”

The traders’ group warned exporters and importers against conducting business with Turkish and Azerbaijani companies and plans to petition the Ministry of Commerce and Industry and the Ministry of External Affairs for a review of India’s trade relations with these nations.

Additionally, CAIT announced it would boycott Indian films shot in Turkey or Azerbaijan and requested production companies refrain from shooting promotional content in those countries.