AJIO, Myntra Pull Plug on Turkish Brands Amid Indo-Pak Stiffness

Indian e-commerce companies Myntra and Reliance-owned AJIO have ceased selling Turkish clothing labels like Trendyol, Koton, and LC Waikiki on their websites. The step has been taken in response to mounting calls for a boycott of Turkey due to its backing of Pakistan in its conflict with India after the Pahalgam incident.

Several sources claim that when tensions between India and Pakistan increased before last week's truce, Myntra started to deprioritise these brands' visibility. But as of right now, these things are no longer being sold at all.

The biggest online retailer in Turkey, Trendyol, was well-known for selling western clothing for ladies from other countries on Myntra. AJIO carried several well-known Turkish brands in India, including Mavi, Koton, and LC Waikiki.

None of the Above Turkish Brands Appear in Search

At the moment, neither the AJIO app nor Myntra's search results feature any of these brands. According to a media report, Reliance plans to adopt a similar strategy by deprioritising and stopping the sale of Turkish brands on its other platforms, including Tira.

"Nation First" is not merely a conviction for Reliance; it is the guiding principle that informs every action, a Reliance representative told a media outlet. The corporation is actively reevaluating its offers across platforms to make sure they reflect the values and sentiments of the nation in solidarity with its fellow people.

The brand is steadfast in its resolve to put the interests of the country first. Approximately ten Turkish brands are active on these two sites.

 India has a trade surplus with Turkey; according to reports, between April 2024 and February 2025, India's exports to Turkey were $5.2 billion, while Turkey's imports totalled $2.84 billion.

The Move Represents Strong Alignment with National Interest

A wider reevaluation of international alliances and a greater alignment with domestic interests in the face of escalating geopolitical tensions are reflected in this action. Trip cancellations, the suspension of institutional partnerships, and the withdrawal of Celebi Aviation's licence are just a few examples of the repercussions of this reevaluation.

During the India-Pakistan crisis, Azerbaijan backed Pakistan in addition to Turkey. Crude petroleum is India's top import from Azerbaijan, while its top exports to Azerbaijan include pharmaceuticals and agricultural products. Over 125 business executives nationwide decided yesterday to abstain from any commercial and trade interactions with Turkey and Azerbaijan.

EaseMyTrip is warning Indians not to visit Turkey and Azerbaijan for non-essential reasons, even though travel providers like ixigo, Pickyourtrail, and Cox & Kings have suspended all reservations to these countries.

In the meantime, Nishant Pitti, the founder of EaseMyTrip, has charged MakeMyTrip, a competitor company, with having Chinese ties.

After India launched 24 missiles in 25 minutes on nine terror facilities in Pakistan and Pakistan-Occupied Kashmir (PoK) in retaliation for the April 22 terror attack in Pahalgam, Jammu & Kashmir, which killed 26 lives, China also demonstrated support for Pakistan.