India’s leading online fashion retailers, Ajio and Myntra, have ceased the sale of Turkish apparel brands on their platforms. This decision follows Turkey’s support for Pakistan during a recent military conflict between India and Pakistan, prompting calls for a boycott of Turkish goods.
🛍️ Turkish Brands Removed from Indian E-Commerce Platforms
Myntra, owned by Flipkart, has suspended sales of all Turkish brands, including Trendyol, for which it holds exclusive marketing rights in India. Similarly, Reliance-owned Ajio has removed Turkish brands such as Koton, LC Waikiki, and Mavi from its platform.
🇮🇳 National Sentiment Influences Business Decisions
The Confederation of All India Traders (CAIT) has called for a nationwide boycott of Turkish and Azerbaijani goods, including travel and tourism services. This move reflects a broader reassessment of international partnerships in light of national interests. Business Standard
🛒 Broader Impact on Trade and Commerce
Beyond fashion retail, the boycott has extended to other sectors. In Lucknow, traders have removed Turkish goods from store shelves, and the Gems and Jewellery (Domestic) Council has urged jewellers to cease using the ‘Turkish’ label for certain designs, opting instead for the term ‘Sindoor’ to honor India’s military operations. The Times of India
🔍 Looking Ahead
As geopolitical tensions influence consumer sentiment and business strategies, Indian retailers are aligning their offerings with national interests. The removal of Turkish brands from major e-commerce platforms signifies a shift towards prioritizing domestic and allied international partnerships.
