The long-standing feud involving bloodshed on both sides between neighbouring nations of India and Pakistan recently took a serious turn. The recent bloody attack on tourists in Pahalgam in Kashmir was one that is unforgivable. In response, India hit the nail in the coffin and attacked the terror outfits by striking their base located in Pakistan and PoK (Pakistan-occupied Kashmir) with Operation Sindoor. This led to the Pakistan Army responding with aggression with drones and missiles. India stood united during the recent confrontation. Turkish and Azerbaijani support for Pakistan has triggered an emotional backlash in India that has resulted in a nationwide boycott.
Turkey and Azerbaijan observed a surge in tourism, especially post-pandemic. In 2024, it was reported that both countries became a popular travel destination among Indians.
Vocal Support by Turkey and Azerbaijan for Pakistan
Pakistan and Turkey have been mutually supportive of each other. In the recent event during Operation Sindoor when tensions between India and Pakistan escalated, Turkish President Recep Tayyip Erdogan openly expressed support to Pakistan that it would continue to back the brotherly people of Pakistan in good times and bad times.
Social Media Trends Boycott
In the aftermath of Turkey and Azerbaijan extending support to Pakistan. Indians expressed a mass negative sentiment that led to a call for a boycott of the two nations in trade and travel. Hashtags like #BoycottTurkey, and #BoycottAzerbaijan nationally trended. The boycott was amplified as many travel company owners, businessmen, and influencers cancelled their tie-ups and suspended operations with the two countries.
India hits back at Turkey and Azerbaijan with money – A loud and clear backlash from marketplaces to classrooms
In the aftermath of Operation Sindoor, as hostilities between India and Pakistan grew, Turkey and Azerbaijan’s brotherly support to the latter received boycotts by Indians. Indian consumers are showing a negative public sentiment through cancelled travel bookings to Turkey and Azerbaijan, companies discontinuing trade and institutions that have severed academic ties with Turkish Educational institutions. This has come in the form of rejecting Turkish and Azerbaijani products. Over 125 top Indian trade leaders have called for a complete boycott. Businessmen and associations urged Indians to opt for alternative locations for weddings and filming. The rejection became even stricter with Turkish drones being used by Pakistan to target Indian soldiers and civilians. This resulted in a serious negative sentiment among Indian citizens who expressed solidarity with the armed forces for this allied showcase of aggression.
India revoked Turkish firm Celebi’s security clearance, moves High Court
Amid security concerns and following the mass boycott of Turkey, after it supported Pakistan, India revoked security clearance and operations of a Turkish Company Celebi Airport Services operated at major Indian airports in ground handling services. In response to this backlash, the Turkish firm’s Indian arm Celebi Airport Services India moved the Bombay High Court. Celebi India claims it is “truly an Indian organisation” managed by Indian employees. India is a significant market for Celebi. It has a market share cumulatively accounting for 33.8 per cent, amounting to over $195 million.
Indian Institutions suspends Educational Partnerships with Turkish Universities
In the educational sphere, many Indian Universities like the Indian Institute of Technology (IIT Bombay) to Jawahar Lal Nehru University (JNU) have discontinued their tie-ups with Turkish Universities.
The journey from being up-and-coming travel destinations to being boycotted
Being economically affordable and geographically accessible, Turkey and Azerbaijan have become preferred destinations among Indians in the last few years. It is reported, that nearly 3.3 lakh Indians travelled to Turkey in 2024, while Azerbaijan recorded 2.4 lakh Indian travellers. But all this changed overnight.
In the aftermath of Operation Sindoor, as these two nations expressed their support to Pakistan, Indians responded by cancelling travel bookings. Many online travel portals MakeMyTrip and EaseMyTrip reported travel booking cancellations to the two destinations. According to travel agencies, a staggering 60 per cent of bookings and cancellations of up to 250 per cent were recorded. Many portals have paused or suspended bookings to these destinations.
Harsh Goenka, Chairman of RPG group, posted on X: “Indians gave ₹4,000+ crore 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,” said Goenka.
Public Sentiment Influencing Diplomatic Ties
Throughout this conflict, we observed how public sentiment was at the focal point of driving foreign policy. The people running businesses and citizens have become increasingly aware and aligned with nationalistic sentiments. These sentiments are so openly expressed in the public domain through Social Media that the government feels compelled to consider these factors when designing policies and diplomatic strategies. We are witnessing a new kind of diplomacy where people’s voices are no longer passive but are actively engaging in shaping diplomatic ties unapologetically. Indians are strong and mindful of their personal safety and national sentiment when deciding their economic partnerships.
The Brotherly Trio: Turkey, Azerbaijan and Pakistan
The alliance between Turkey, Azerbaijan and Pakistan goes a long way but their brotherhood came into sharp focus recently after the gruesome Pahalgam attack.
As the three countries are Islamic nations, they have shared camaraderie in military, economic and religious ties. India has always disapproved of Turkey and Azerbaijan’s support for Pakistan on the Kashmir issue at international forums. But this time it was a serious blow.
What added fuel to the fire was Pakistan using Turkish drones in cross-border violence that no longer made it a conflict between the two nations. Turkey was a part of it. As this came to the fore, many Indians began rejecting their association with Turkey, whether through trade or travel. Pakistan and Turkey had the blood of Indian soldiers in their hands and this seemed unacceptable for Indians. It was no longer what the Turkish President Erdogan said, but the actions that spoke louder than words.
Conclusion
From Indians helping to boost the two economies of Turkey and Azerbaijan in the last few years, it’ll be interesting to see how the diplomatic ties shape up going forward.
by Shubhangi Daga