Myntra, AJIO Drop Turkish Brands Amid India-Pakistan Tensions Over Pahalgam Attack
In a significant move influenced by geopolitical tensions, leading Indian e-commerce platforms Myntra and Reliance-owned AJIO have removed prominent Turkish apparel brands from their catalogs. This development comes amid growing calls from Indian consumers and social media influencers to boycott Turkish products due to Turkey’s vocal support of Pakistan during the recent India-Pakistan standoff following the Pahalgam terror attack.
Industry insiders revealed that Myntra had initially reduced the visibility of Turkish fashion brands such as Trendyol, Koton, and LC Waikiki on its platform. However, following escalating public sentiment and diplomatic tensions, the Flipkart-owned fashion portal has now completely stopped listing these brands. The action appears to align with a broader trend of nationalistic consumer behavior in India, where buying decisions are increasingly influenced by international political alliances.
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Trendyol, often dubbed the largest Turkish e-commerce company, had been a popular destination for Indian consumers seeking affordable international women’s fashion. Its sudden disappearance from Myntra marks a significant shift in cross-border fashion commerce. Similarly, AJIO, the fashion arm of Reliance Retail, has reportedly delisted Turkish labels such as Mavi, LC Waikiki, and Koton, all of which had a modest but growing fan base in India’s urban markets.
The boycott gained traction after Turkey expressed open support for Pakistan in the wake of heightened tensions with India, following the deadly Pahalgam terror attack. Many Indian citizens and opinion leaders took to social media urging retailers to stop sourcing goods from Turkey, which is seen by many as siding against India on key geopolitical issues, including Kashmir.
Although there has been no official announcement from either Myntra or AJIO, sources indicate the move was prompted by both public backlash and internal strategic recalibration. “There is a reputational risk when hosting products from nations that openly oppose India’s national interest,” said a senior industry executive, speaking on condition of anonymity. “Consumer sentiment in India today is deeply tied to nationalism.”
This is not the first time Indian e-commerce players have reacted swiftly to geopolitical events. In the past, several Chinese apps and products faced similar treatment during the India-China border tensions. With social media amplifying consumer voices, brands and platforms are increasingly wary of aligning with countries that attract controversy in India’s political or defense landscape.
As the situation evolves, it remains to be seen whether Turkish fashion brands will regain their footing in the Indian market. For now, however, their absence reflects a growing intertwining of politics and commerce. With national pride influencing online retail decisions, Indian e-commerce platforms are treading carefully, prioritizing consumer sentiment and brand loyalty over international expansion partnerships.
Keywords: Turkey brand boycott, Myntra AJIO remove Turkish brands, Indian ecommerce news, India Pakistan tensions, Pahalgam attack impact, Turkish fashion brands in India
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