A wave of economic and cultural retaliation has swept across India, targeting Turkey and its ally Azerbaijan, in response to Turkey’s overt support for Pakistan during the recent India-Pakistan conflict sparked by the April 22, 2025, Pahalgam terror attack and India’s subsequent Operation Sindoor. Major Indian e-commerce platforms, including Reliance-owned Ajio and Flipkart-owned Myntra, have suspended sales of Turkish apparel brands, while the government has revoked the security clearance of Turkish firm Celebi Aviation. From Bollywood unions to Delhi’s Azadpur Mandi, businesses and citizens alike are rallying behind a growing boycott movement, driven by nationalistic fervour and calls to prioritise Indian interests. The Confederation of All India Traders (CAIT) has formalised the boycott, urging a complete halt to trade, tourism, and entertainment ties with Turkey and Azerbaijan, as India reassesses its billion-dollar commercial relationships with these nations.
The Trigger for the Boycott
The boycott movement stems from Turkey’s diplomatic and military backing of Pakistan following India’s Operation Sindoor, launched on May 7, 2025, to dismantle terrorist infrastructure in Pakistan and Pakistan-occupied Jammu-Kashmir (PoJK). The operation was a direct response to the Pahalgam terror attack, which claimed 26 lives, including one Nepali national, and was attributed to the Resistance Front, a Pakistan-backed terror group. Turkey’s support for Pakistan included strong diplomatic statements, with President Recep Tayyip Erdogan praising Pakistan’s “calm and restrained policies” and endorsing its response to the attack as “appropriate,” according to media reports. More controversially, Turkey supplied Pakistan with approximately 350 Songar drones and military advisors, some of which were used against Indian military and civilian targets, as reported. Indian forces neutralised these threats, reportedly killing two Turkish drone operators during the operation, though Pakistan has not disclosed this loss.
Turkey’s actions, particularly its military assistance, were perceived as a betrayal, especially given India’s humanitarian aid to Turkey during the 2023 earthquakes under Operation Dost, which included Search & Rescue teams and medical support. Azerbaijan’s parallel condemnation of India’s strikes further fuelled public outrage, leading to a unified boycott targeting both nations. The movement, initially sparked on social media with hashtags like #BoycottTurkey, has escalated into a coordinated effort involving government actions, business decisions, and citizen-led initiatives.
E-Commerce Giants Lead the Charge
India’s e-commerce sector has been at the forefront of the boycott, with Ajio and Myntra taking decisive steps to delist Turkish apparel brands. Myntra, which holds exclusive marketing rights for Alibaba-owned Trendyol—a top-selling women’s fashion label in India—suspended sales of all Turkish brands, including Trendyol, Koton, Mavi, and LC Waikiki. “The visibility of Turkish brands was proactively restricted on Myntra when the tensions started to escalate last weekend and was later suspended completely on Thursday,” an industry official told media. By May 15, 2025, these brands were either marked “out of stock” or removed entirely from Myntra’s listings.
Similarly, Reliance-owned Ajio halted sales of its Turkish apparel portfolio, including Koton, LC Waikiki, and Mavi. A Reliance spokesperson emphasised the company’s alignment with 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 coming days. Reliance clarified that its earlier partnership with Turkish textile firm Kıvanc Tekstil, established over five years ago, was terminated long before the current conflict.
The Confederation of All India Traders (CAIT), led by Lok Sabha MP and National Secretary General Praveen Khandelwal, praised these moves as emblematic of “patriotism and commercial prudence.” Khandelwal stated, “At a time when Turkey is openly supporting Pakistan and its anti-India agenda, Indian companies taking a firm stand against its economic interests is a true reflection of patriotism and commercial prudence. AJIO and Myntra have exemplified the spirit of ‘Nation First’ through this move.” He urged all e-commerce, retail, and FMCG companies to remove products from Turkey, Azerbaijan, and Pakistan from their supply chains, reinforcing the “Buy Indian” ethos.
Government Action: Celebi Aviation’s Security Clearance Revoked
The Indian government has taken significant steps to curb Turkish influence in critical infrastructure. On May 15, 2025, the Bureau of Civil Aviation Security (BCAS) revoked the security clearance of Celebi Airport Services India Pvt. Ltd., a Turkish company handling ground and cargo operations at nine major Indian airports, including Delhi, Mumbai, and Chennai. The BCAS order, effective immediately, cited “national security” concerns, stating, “In the exercise of power conferred upon DG, BCAS, the security clearance in respect to Celebi Airport Services India Pvt. Ltd, under the category Ground Handling Agency, is hereby revoked with immediate effect in the interest of National Security.”
Celebi, which managed 70 per cent of Mumbai airport’s ground operations, including passenger services, load control, flight operations, cargo, and warehousing, faced scrutiny after reports confirmed Turkey’s supply of drones to Pakistan during Operation Sindoor. Shiv Sena MLA Murji Patel had written to the Chief Airport Officer, demanding the termination of Celebi’s operations, arguing that “Turkey’s support to Pakistan raises grave concerns, especially when Turkish government-affiliated companies continue to operate within India’s most sensitive infrastructure zones.” Union Aviation Minister Ram Mohan Naidu echoed public sentiment, stating, “Nothing is above the security of our nation and our fellow citizens. National interest and public safety are paramount and non-negotiable.”
Celebi Aviation India rejected allegations of being a Turkish government entity, claiming it is “majority-owned (65 per cent) by international institutional investors from Canada, the US, the UK, Singapore, the UAE, and Western Europe.” The company announced it would pursue “administrative and legal” remedies to reverse the decision, calling the revocation “unjust.” However, the government has directed airports to coordinate with alternate ground handling agencies like AISATS and Bird Group to ensure seamless operations, with efforts to retain Celebi’s Indian employees.
Aviation and Travel Sector Fallout
The boycott has significantly impacted Turkey’s aviation and tourism sectors. Turkish Airlines, Turkey’s flag carrier, is facing a sharp decline in bookings from India, with travel agents reporting a drop in new reservations. “The bookings made before the conflict are not being cancelled, but the drop in new bookings is going to give a big hit to the airline,” said a travel industry source. Major travel platforms, including EaseMyTrip, Ixigo, Cox & Kings, and Travomint, have suspended bookings to Turkey and Azerbaijan, issuing advisories against non-essential travel. Ixigo’s managing director, Aloke Bajpai, declared, “Enough is enough! Blood and bookings won’t flow together,” while Go Homestays terminated its partnership with Turkish Airlines, stating, “We will no longer include their flights in our international travel packages.”
The Travel Agents Association of India has endorsed the boycott, with former chief Jyoti Mayal highlighting the mistreatment of Indian tourists in Azerbaijan during the conflict. EaseMyTrip chairman Nishant Pitti reported a 22 per cent cancellation rate for Turkey-bound trips, with a 250 per cent surge in overall cancellations to Turkey and Azerbaijan. In 2024, over 3.3 lakh Indians visited Turkey, contributing USD 61 billion to its tourism revenue, while Indian tourists accounted for 13 per cent of Azerbaijan’s arrivals, with 2.43 lakh visitors. The boycott threatens to disrupt these economic ties, with travellers redirecting to destinations like Greece and Armenia.
Bollywood and Entertainment Sector Response
The Indian film industry has joined the boycott, with the All Indian Cine Workers Association (AICWA) imposing a sweeping ban on shooting films, TV shows, and digital content in Turkey and Azerbaijan. CAIT’s Praveen Khandelwal warned that companies filming in these nations risk facing boycotts themselves, stating, “The Indian film industry has also been requested not to shoot any of its films in Turkey and Azerbaijan… If any company does so anymore, then we will boycott that company too.” This move targets Turkey’s appeal as a filming destination, previously popular for Bollywood productions due to its scenic landscapes and cost-effective logistics.
Trade and Agricultural Bans
India’s trading community has escalated the boycott, with Delhi’s Azadpur Mandi—Asia’s largest fruit and vegetable wholesale market—halting imports of Turkish apples, valued at USD 92.8 million in 2023. Meetha Ram Kriplani, chairman of Azadpur Fruit Mandi, stated, “We’ve supported Turkish trade for years, but given the current scenario, we cannot continue.” Fruit trader Shadab Khan added, “Turkey supplied drones to Pakistan, which were used in attacks against India. That’s why we’ve decided to stop selling Turkish fruits.” Maharashtra’s fruit traders have followed suit, refusing to sell Turkish apples and cherries.
The All India Gem and Jewellery Domestic Council urged the cessation of business transactions with Turkey and Azerbaijan, while Udaipur’s marble traders, representing Asia’s largest marble export hub, terminated dealings with Turkish suppliers. CAIT announced a complete halt to imports and exports with both nations, with a memorandum submitted to the Ministry of Commerce and Industry and the Ministry of External Affairs, urging a policy-level review of commercial ties. “The collective Indian trading community views this as a betrayal, particularly considering the humanitarian and diplomatic support extended to both countries in the past by India and especially by Prime Minister Narendra Modi, during their respective crises,” CAIT stated.
Educational and Institutional Measures
Indian educational institutions have also severed ties with Turkey. Jawaharlal Nehru University (JNU), Jamia Millia Islamia, and Maulana Azad National Urdu University suspended Memorandums of Understanding (MoUs) with Turkish institutions, citing national security concerns. JNU’s decision to suspend its MoU with Inonu University was described as a reflection of “national sentiment in isolating Ankara.” These actions underscore the boycott’s reach into academic and cultural spheres.
Adani Group’s Response
The Adani Group has joined the boycott, with Adani Airport Holdings terminating its association with DragonPass, a lounge access provider linked to Turkish operations. “DragonPass customers will no longer have access to lounges at Adani-managed airports. This change will have no impact on the airport lounge and travel experience for other customers,” a spokesperson said. This move aligns with the broader national effort to limit Turkish economic influence in India’s infrastructure sector.
Social Media and Public Sentiment
The boycott movement gained traction on social media, with hashtags like #BoycottTurkey and #IndiaFirst trending across platforms. Industrialist Harsh Goenka fuelled the campaign, posting, “Indians gave Rs 4,000+cr to Turkey & Azerbaijan last year through tourism. Created jobs. Boosted their economy, hotels, weddings, flights. Today, both stand with Pakistan after Pahalgam attack. Plenty of beautiful places in India & the world. Please skip these 2 places. Jai Hind.” Shiv Sena UBT MP Priyanka Chaturvedi and BJP member Ganguly also called for boycotts, urging celebrities and influencers to cancel Turkey travel plans. Google Trends data reported a surge in search interest for “Boycott Turkey” in India, reflecting widespread public support.
Economic and Diplomatic Implications
India’s trade with Turkey, valued at USD 5.2 billion in exports and USD 2.84 billion in imports from April 2024 to February 2025, faces significant disruption. The boycott threatens Turkey’s tourism industry, which recorded 62 million visitors in 2024, and its trade in goods like apples, marble, and apparel. The government’s revocation of Celebi Aviation’s clearance and CAIT’s trade ban signal a potential policy shift, with India reassessing billion-dollar infrastructure and aviation deals with Turkey. “The BCAS order is seen as a clear message from PM Narendra Modi that supporting Pakistan will have an economic cost for countries doing so.”
India’s boycott of Turkey and Azerbaijan, triggered by their support for Pakistan during Operation Sindoor, has unified businesses, government, and citizens in a powerful display of national solidarity. From e-commerce platforms like Ajio and Myntra delisting Turkish brands to the government’s revocation of Celebi Aviation’s security clearance, the actions reflect a commitment to prioritising national security and sentiment. With Bollywood, traders, educational institutions, and travel companies joining the movement, the boycott is poised to deliver a significant economic blow to Turkey, challenging its tourism, trade, and operational presence in India.
As CAIT’s Praveen Khandelwal stated, “The time has come for all e-commerce, retail, and FMCG companies in India to act in the same spirit and remove products or brands from Turkey, Azerbaijan, and Pakistan from their supply chains.” The coming months will reveal the long-term impact of this unprecedented campaign on India’s relations with Turkey and its allies.
Comments