Reliance’s AJIO, Myntra Stop Sale Of Turkish Brands

Amid growing calls to boycott Turkey for its support to Pakistan in its standoff with India following the Pahalgam attack, Indian ecommerce players Myntra and Reliance-owned AJIO have stopped selling Turkish apparel brands like Trendyol, Koton and LC Waikiki on their websites.

Industry sources told Inc42 that Myntra began deprioritising the visibility of these brands when tensions between India and Pakistan escalated before the ceasefire last week. However, the sale of these products has now been completely suspended.

Trendyol, the largest Turkish ecommerce firm, was known for offering international women’s western wear on Myntra. Other popular Turkish brands in India, including Mavi, Koton and LC Waikiki, were available in AJIO. 

Currently, none of these brands appear in search results on either the Myntra or AJIO app.

Another source said that Reliance is looking to take a similar approach by deprioritising and discontinuing the sale of Turkish brands across its other platforms, like Tira and others.

“At Reliance, ‘Nation First’ is not just a belief—it is the guiding principle behind every decision. 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. We remain unwavering in our commitment to serving national interest above all else,” a Reliance spokesperson told Inc42.

Inc42’s queries to Myntra didn’t elicit any response at the time of filing this story.

There are close to 10 Turkish brands operational in these two platforms. India enjoys a trade surplus with Turkey, and reports mentioned that between April 2024 to February 2025, India’s exports to Turkey stood at $5.2 Bn against imports from Turkey of $2.84 Bn.

This move reflects a broader reassessment of foreign partnerships and a stronger alignment with national interests amid rising geopolitical tensions. The ripple effects of this reassessment are already visible from trip cancellations and suspension of institutional collaborations to the revocation of Celebi Aviation’s licence.

Besides Turkey, Azerbaijan also supported Pakistan during the India-Pakistan standoff. India’s primary import from Azerbaijan is crude petroleum, while agriculture, pharmaceuticals are its main exports to Azerbaijan. 

Yesterday, more than 125 trade leaders from across the country resolved to boycott all forms of trade and commercial engagement with Turkey and Azerbaijan. 

While travel agencies like ixigo, Pickyourtrail and Cox & Kings have suspended all bookings to Turkey and Azerbaijan, EaseMyTrip is urging Indians to travel not to travel to these countries for non-essential purposes. Meanwhile, EaseMyTrip founder Nishant Pitti has accused rival platform MakeMyTrip of Chinese affiliation. 

China too showed solidarity with Pakistan after India unleashed 24 missiles in 25 minutes on nine terror bases in Pakistan and Pakistan-Occupied Kashmir (PoK) in response to the terror attack in Jammu & Kashmir’s Pahalgam that claimed 26 lives on April 22.