A growing trade and consumer backlash has emerged in India against Turkish products following Turkey’s public support for Pakistan during the recent four-day military conflict between India and Pakistan.
India Boycotts Turkish Brands Following Turkey’s Support for Pakistan
The Confederation of All India Traders (CAIT), representing over 125 trade leaders, has called for a nationwide boycott of Turkish goods, targeting sectors ranging from textiles to consumer electronics. Turkish brands, especially in the apparel sector, have come under fire, with major online retailers Myntra and Ajio removing most Turkish products from their platforms.
On Myntra, owned by Flipkart, popular Turkish fashion labels such as LC Waikiki, Koton, Mavi, and Trendyol are no longer listed. On Ajio, owned by Reliance Retail, only Trendyol products — a brand with majority ownership by China’s Alibaba Group — remain available. Mavi, though listed, shows no stock.
In response to the escalating tension, Reliance Group has announced it is shutting down its office in Turkey and will remove all Turkish brands from Ajio, citing alignment with “the values and sentiments of the country.” The company also clarified that its previous partnership with Turkey’s Kıvanç Tekstil had ended well before the current developments and that the supplier no longer holds any preferential status.
Limited Economic Impact Expected
Despite the headlines, analysts believe the economic impact of the boycott will be minimal due to the low volume of bilateral trade between the two nations. According to TURKSTAT and Trading Economics, India imported just $81.5 million worth of apparel and $2.62 billion in total goods from Turkey in 2024. Turkey ranked 34th among India’s import partners in 2023, accounting for a modest 0.6% share.
The boycott is also unlikely to significantly affect tourism, as only 330,000 Indian tourists visited Turkey out of 52 million international arrivals in 2024.
As geopolitical tensions spill into trade and consumer markets, the fallout remains largely symbolic for now—but highlights the fragility of cross-border commercial ties in politically charged climates.
