Retailers, e-commerce platforms drop Turkish brands as market sentiment drives boycott

Amid escalating geopolitical tensions, Indian distributors and trade bodies have announced a total and indefinite boycott of Turkish-origin fast-moving consumer goods (FMCG), including chocolates and cosmetics.

The move, led by the All India Consumer Products Distributors Federation (AICPDF), comes in the wake of Turkey’s during recent military exchanges with India as part of Operation Sindoor.

Representing over 4.5 lakh distributors and 1.3 crore kirana stores across the nation, the AICPDF stated that the withdrawal of Turkish products from retail shelves, warehouses and supply chains is effective immediately. The affected product range includes Turkish-made confectionery, personal care products, and household items.

 “Turkish FMCG brands currently occupy an estimated Rs 2,000 crore market in India, driven largely by chocolate sales, followed by cosmetics and homecare goods,” AICPDF president Dhairyasheel Patil said.

Items being removed from circulation include chocolates, wafers, biscuits, syrups, teas, coffees, jams, and packaged desserts, along with toiletries such as body washes, wipes, and skincare products.

The decision follows a broader trend of economic disengagement from Turkey. On 16 May, the Confederation of All India Traders (CAIT) passed a resolution endorsing a nationwide boycott of Turkish goods during a conference held in New Delhi.

The government, too, has taken action, of Turkish ground-handling firm Celebi at major Indian airports, citing national security concerns.

Educational partnerships with Turkish institutions have been suspended or cancelled, while Indian travel firms like EaseMyTrip and Ixigo have stopped promoting Turkey as a tourist destination.

The backlash has extended to e-commerce platforms, with major online retailers such as Myntra and Reliance-owned AJIO removing Turkish apparel brands like Trendyol, Koton, and LC Waikiki. These platforms had initially deprioritised Turkish listings but have now fully halted their sale.

At the core of this movement is the patriotic sentiment expressed by leading Indian corporates. “At Reliance, ‘Nation First’ is not just a belief—it is the guiding principle behind every decision,” said a company spokesperson. “We are reviewing our offerings to ensure they reflect the country’s values and sentiments.”

Currently, nearly 10 Turkish brands are listed on these e-commerce platforms. The boycott coincides with strained diplomatic ties, as both Turkey and Azerbaijan openly criticised India’s recent counter-terror operations across the Line of Control and expressed support for Islamabad. 

This growing discord is already affecting trade dynamics. While India enjoys a trade surplus with Turkey — exporting goods worth $5.2 billion and importing goods worth $2.84 billion from April 2024 to February 2025 — the ongoing developments could dent bilateral commercial ties. Imports from Turkey make up around 0.5 per cent of India’s total imports.

Similarly, India’s exports to Azerbaijan amounted to just $86.07 million during the same period, accounting for a negligible share of total outbound trade. Indian traders have also started boycotting Turkish marble and apples in solidarity with the nationwide sentiment.

With businesses, traders, and consumers aligning behind the 'Boycott Turkey' campaign, it marks a significant shift in how geopolitical tensions are influencing market decisions and consumer behaviour in India.