Stop Sale of Turkish Brands: Why Myntra & AJIO’s Bold Move Shocks Shoppers in 2025

Stop Sale of Turkish Brands and Turkish Brands have become hot topics in India’s ecommerce scene as two retail giants, Myntra and Reliance-owned AJIO, made a surprising decision in 2025 to halt the sale of Turkish apparel brands like Trendyol, Koton, and LC Waikiki. This article dives into the reasons behind this bold move, its impact on shoppers, and what it means for India’s fashion ecommerce market. From geopolitical tensions to public sentiment and social media reactions, we’ll explore why this decision has sent shockwaves through the industry and how it could reshape shopping trends, as reported by sources like Startup INIDAX.

Why Did Myntra & AJIO Stop Sale of Turkish Brands?

The decision to stop sale of Turkish Brands by Myntra and AJIO didn’t happen in a vacuum. It’s rooted in a mix of geopolitical tensions, public sentiment, and strategic business choices. Let’s break it down.

Geopolitical Tensions and the Turkey-Pakistan Connection

In early 2025, tensions between India and Pakistan escalated, particularly following the Pahalgam attack, with Turkey openly supporting Pakistan. This sparked widespread calls for a boycott of Turkish products across India. Industry insiders, as reported by Startup INIDAX, revealed that Myntra began reducing the visibility of Turkish Brands on its platform even before the ceasefire, signaling a proactive response to the growing anti-Turkey sentiment. AJIO, under Reliance’s umbrella, followed suit, completely halting sales of brands like Trendyol and Koton.

This move aligns with a broader trend of Indian businesses distancing themselves from Turkey. For instance, posts on X highlighted that 125 trade leaders across India boycotted commercial trade with Turkey and Azerbaijan, reflecting a strong national stance. The stop sale of Turkish Brands is seen as a response to Turkey’s geopolitical stance, which many in India view as antagonistic.

The Role of Public Sentiment in India

Public sentiment has played a massive role in this decision. Social media platforms, especially X, have been buzzing with hashtags like #BoycottTurkey and #TurkeyBoycott. Posts from outlets like Dainik Bhaskar and Asianet News reported that the boycott extended beyond ecommerce to tourism and other businesses, showing how deeply the sentiment runs.

Indian shoppers, known for their vocal online presence, have been pushing for brands to take a stand. Myntra and AJIO, being consumer-facing platforms, likely felt the pressure to act swiftly to maintain their brand image. As Startup INIDAX noted, this decision reflects how ecommerce platforms are increasingly sensitive to public opinion in a hyper-connected digital age.

Which Turkish Brands Are Affected?

The stop sale of Turkish Brands has directly impacted several popular apparel brands that were gaining traction in India. Some of the key names include:

• Trendyol: Known for its trendy, affordable fashion, Trendyol was a favorite among young shoppers.
• Koton: A go-to for chic, urban styles, Koton had carved a niche in India’s fashion market.
• LC Waikiki: This brand offered family-friendly clothing at budget prices, appealing to a broad audience.

These brands, once prominently featured on Myntra and AJIO, have now disappeared from their websites and apps. The sudden removal has left shoppers scrambling to find alternatives, especially those who relied on these brands for their unique styles and competitive pricing.

How Shoppers Are Reacting to the Ban

The decision to stop sale of Turkish Brands has sparked a range of reactions among Indian shoppers, from support to frustration. Let’s take a closer look.

Social Media Buzz on X

X has been a hotbed of opinions on this move. Posts from accounts like @ETNowSwadesh and @TNNavbharat celebrated Myntra and AJIO’s decision as a patriotic step, with phrases like “PAK के यार तुर्किए पर एक और प्रहार” (Another blow to Pakistan’s friend Turkey). Others, like @centerofright, pointed out that only Tata’s retail platforms are yet to follow suit, hinting at a broader industry shift.

However, not all reactions were positive. Some users expressed disappointment, arguing that fashion shouldn’t be dragged into politics. One X post lamented, “Why punish shoppers for geopolitical issues? Trendyol had the best deals!” This divide shows how the stop sale of Turkish Brands has polarized consumers.

Mixed Feelings Among Fashion Enthusiasts

For fashion enthusiasts, the ban is a double-edged sword. On one hand, many support the move as a stand against Turkey’s policies. On the other, fans of Turkish Brands are upset about losing access to their favorite clothing lines. Shoppers who frequented Myntra and AJIO for Trendyol’s trendy dresses or LC Waikiki’s budget-friendly kids’ wear are now left searching for alternatives.

As Startup INIDAX observed, this shift could push consumers toward local brands or other international labels like H&M or Zara. However, the unique price-quality balance offered by Turkish Brands might be hard to replace, leaving a gap in the market.

Impact on India’s Ecommerce Landscape

The decision to stop sale of Turkish Brands isn’t just about Myntra and AJIO—it’s reshaping India’s ecommerce ecosystem. Here’s how.

A Boost for Local and Other International Brands

With Turkish Brands out of the picture, local Indian brands like Biba, FabIndia, and W for Women could see a surge in demand. Myntra and AJIO are likely to promote these brands more aggressively to fill the void. Similarly, international brands from countries like the US or Europe might gain more shelf space on these platforms.

This shift aligns with the “Vocal for Local” campaign, which has gained momentum in recent years. By prioritizing Indian brands, Myntra and AJIO could strengthen their appeal among nationalist shoppers while supporting homegrown businesses. Startup INIDAX predicts that this could lead to a renaissance for Indian fashion labels in 2025.

Challenges for Myntra and AJIO

While the move has earned Myntra and AJIO praise in some quarters, it’s not without risks. Removing Turkish Brands could lead to a temporary dip in sales, especially among shoppers loyal to Trendyol or Koton. Additionally, these platforms will need to work hard to onboard new brands or scale up existing ones to maintain their product diversity.

There’s also the challenge of managing public perception. If the boycott sentiment fades or geopolitical tensions ease, Myntra and AJIO might face pressure to bring back Turkish Brands, which could complicate their strategy. For now, though, the focus is on navigating this bold move without alienating their customer base.

What’s Next for Turkish Brands in India?

The stop sale of Turkish Brands raises questions about the future of these brands in India. Will they find alternative platforms to sell their products, or will they exit the market entirely? Smaller ecommerce players or physical retail stores might try to capitalize on the gap left by Myntra and AJIO, but they’ll face the same public scrutiny.

Another possibility is that Turkish Brands pivot to other markets in Asia or focus on direct-to-consumer models through their own websites. However, given the scale of India’s ecommerce market, losing access to giants like Myntra and AJIO is a significant blow. As Startup INIDAX reports, the boycott could extend to other sectors, making it harder for Turkish businesses to regain a foothold in India.

Conclusion: A Bold Step or a Risky Move?

Myntra and AJIO’s decision to stop sale of Turkish Brands in 2025 is a bold statement, reflecting the interplay of geopolitics, public sentiment, and business strategy. While it’s won them support from boycott advocates, it’s also left shoppers divided and raised questions about the long-term impact on their business. For now, the move has put Turkish Brands like Trendyol, Koton, and LC Waikiki in a tough spot, while opening doors for local and other international brands to shine.

As India’s ecommerce landscape evolves, platforms like Startup INIDAX will continue to track how this decision shapes shopping trends and whether Myntra and AJIO’s gamble pays off. What do you think—did they make the right call, or should fashion stay out of politics? Let us know in the comments!