In a significant move reflecting the current geopolitical climate, leading Indian online fashion retailers Myntra and Reliance-owned AJIO have ceased the sale of Turkish apparel brands on their platforms. This decision aligns with the growing national sentiment advocating for a boycott of Turkish products following Turkey’s support for Pakistan during recent military conflicts with India.
The All India Consumer Products Distributors Federation (AICPDF), representing 13 million small retailers, announced an “indefinite and total boycott” of all Turkish-origin goods. This boycott impacts a range of products, including chocolates, jams, biscuits, and skincare items, collectively valued at approximately ₹2,000 crore (around $234 million). Reuters
Myntra, backed by Walmart, has removed listings of Turkish brands such as Trendyol, LC Waikiki, and Mavi. A source with direct knowledge stated that this action was taken “in the national interest” without direct involvement from Walmart. DFU Publications+5Reuters+5@EconomicTimes+5
Similarly, Reliance’s fashion platform AJIO has delisted Turkish brands including Trendyol, Koton, and LC Waikiki. A source cited “national sentiments” as the driving factor behind this decision. Reddit+4Reuters+4The Times of India+4
The Confederation of All India Traders (CAIT) has also called for a broader boycott of Turkish and Azerbaijani products, further amplifying the movement. The Times of India
This wave of boycotts extends beyond the fashion industry. Travel services to Turkey have been suspended, and officials are considering banning Turkish apple imports worth approximately $60 million. Furthermore, Air India is lobbying against IndiGo’s leasing agreement with Turkish Airlines due to concerns about Turkey’s support for Pakistan. @EconomicTimes+2Reuters+2The Times of India+2
These collective actions underscore the significant impact of geopolitical tensions on international trade and consumer behavior in India.
