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Leading Indian e-commerce platforms Myntra and Reliance-owned Ajio have reportedly halted sales of Turkish apparel brands on their websites, responding to Boycott calls triggered by Turkey’s support for Pakistan during the recent India-Pakistan military conflict. This follows Turkey and Azerbaijan’s support for Pakistan after India’s Operation Sindoor, launched to dismantle terror infrastructure in Pakistan and Pakistan-occupied Kashmir in response to last month’s Pahalgam attack.
Turkish brands ‘removed’ by Myntra and Ajio
Flipkart-owned Myntra, which holds exclusive rights to market Alibaba-owned Turkish brand Trendyol in India, has temporarily suspended sales of all Turkish brands, including Trendyol, a top-selling international women’s western wear label. The move began last weekend as tensions escalated, with a complete suspension implemented by Thursday, according to two industry executives. “Myntra is reassessing its partnerships, pending further developments,” one executive told Economic Times. He added that there is no clarity as to when and if these brands will return.Similarly, Reliance has pulled its portfolio of Turkish apparel brands, including Koton, LC Waikiki, and Mavi, from Ajio, with all products marked as out of stock. A Reliance spokesperson emphasized the company’s commitment to national sentiment, stating, “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.” The spokesperson also confirmed the closure of Reliance’s office in Turkey and the complete delisting of Turkish brands from Ajio in the next few days. Reliance also clarified that its earlier partnership with Turkish textile firm Kıvanc Tekstil, established over five years ago, was terminated long before the current conflict. “They are now just one of many global customers, with no preferential treatment,” the spokesperson added.“We have also closed our office in Turkey,” the spokesperson added. “The process of delisting Turkish brands started a few days ago and complete removal of Turkish brands was done on Friday,” an official aware of the developments said.
CAIT calls for boycott of Turkey and Azerbaijan
On Friday, the Confederation of All India Traders (CAIT), representing over 125 trade leaders, passed a resolution to boycott all trade and commercial ties with Turkey and Azerbaijan, including imports, exports, and tourism. CAIT condemned the stance of Turkey and Azerbaijan as a “betrayal,” citing India’s past humanitarian and diplomatic support to both nations.The association also stated that Indian exporters, importers, and business delegations will be discouraged from any engagement with companies or institutions based in Turkiye and Azerbaijan.The traders’ lobby shared that a memorandum will be submitted to the ministry of commerce and industry and the ministry of external affairs, urging policy-level review of all commercial ties with these nations.The Confederation of All India Traders (CAIT) has also declared that the business community will boycott Indian films shot in Turkey and Azerbaijan. It also warned corporate houses against filming any product promotions in these two countries.Social media has amplified the boycott calls, with widespread campaigns targeting Turkish and Azerbaijani products. Meanwhile, Amazon reportedly continues to sell Turkish apparel and lifestyle brands in India, sources said.
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