The Sindoor Effect: How India’s Boycott of Turkey and Azerbaijan Could Reshape Travel, Trade, and Geopolitics

The Sindoor Effect: The reverberations of “Operation Sindoor,” India’s recent counter-terrorism operation, have extended far beyond the immediate geopolitical theater. Following the operation and the subsequent stance taken by Turkey and Azerbaijan, a significant wave of public and institutional disapproval has emerged in India. This has manifested in widespread calls for a boycott of both nations, particularly impacting travel, education, trade, and various service sectors. As a travel blogger, I’ve been closely watching these developments, and it’s clear that this situation has the potential to significantly alter the landscape of international relations and travel preferences.

The genesis of this boycott lies in the statements and actions emanating from Ankara and Baku in the aftermath of “Operation Sindoor.” Turkey’s Foreign Ministry reportedly described India’s strikes as “provocative,” signaling a clear alignment with Pakistan.¹ Similarly, the Azerbaijani government voiced concerns regarding potential civilian casualties resulting from the operation.¹ These expressions of support for Pakistan did not go unnoticed in India, igniting a strong sense of public disapproval. The response was swift and decisive, with calls for a boycott gaining momentum across the nation. This movement wasn’t confined to government channels or political discourse; it was fueled by the collective sentiment of the Indian populace, amplified significantly through social media platforms and endorsed by prominent figures and organizations.³

The Indian Boycott: A Multi-Sectoral Impact

The backlash in India has manifested across multiple sectors, indicating a broad-based disapproval of Turkey and Azerbaijan’s position.

A. Travel and Tourism: A Direct Hit

Perhaps the most immediate and visible impact of the boycott has been on the travel and tourism sector. Reports from major Indian travel platforms paint a stark picture of shifting consumer preferences. MakeMyTrip, for instance, reported a substantial 60% decrease in bookings for both Turkey and Azerbaijan in the week following the boycott calls.⁴ Simultaneously, the platform experienced an extraordinary 250% surge in cancellations for trips to these destinations.⁴ Other travel platforms like EaseMyTrip and Ixigo also joined the chorus, issuing advisories urging Indian travelers to reconsider any non-essential trips to Turkey and Azerbaijan.¹

In a move reflecting the prevailing sentiment, MakeMyTrip went as far as to discontinue all promotions and special offers related to travel to these two nations.² Several travel agencies, including Cox & Kings and Pickyourtrail, reportedly took even stronger action by temporarily suspending new travel offerings and package tours to Turkey and Azerbaijan, aligning their business decisions with the prevailing public sentiment.³ The impact is also evident in the significant drop in daily passenger traffic reported from major Indian cities like Kolkata to both Turkey and Azerbaijan.⁸ This unified response from travelers and the travel industry underscores a strong commitment to nationalistic values, potentially leading to considerable financial losses for the tourism sectors in both Turkey and Azerbaijan in the short term.

B. Education: Severing Academic Ties

The repercussions of the boycott extend beyond leisure travel, impacting the realm of education as well. Several prominent Indian educational institutions have taken a firm stance by suspending their academic collaborations with Turkish universities.

Jawaharlal Nehru University (JNU) was among the first to act, suspending its Memorandum of Understanding (MoU) with Inonu University in Turkey, an agreement signed just months prior in February 2025, citing national security concerns.¹⁶ Jamia Millia Islamia (JMI) followed suit, announcing a suspension of all forms of collaboration with Turkish educational institutions and other Turkish establishments.¹⁶ Maulana Azad National Urdu University (MANUU) in Hyderabad also joined this academic distancing by terminating its agreement with the Yunus Emre Institute of Turkey, explicitly stating that the decision was in protest against Turkey’s support for Pakistan’s terrorist activities.²² Even the University of Delhi has reportedly initiated a review of its existing international academic partnerships with Turkish institutions, indicating a potential broader trend of reassessment in the education sector.²⁰

While the immediate economic consequences of these actions might be less substantial than the impact on tourism, the suspension of these academic ties signifies a potential long-term chilling of educational and cultural exchanges. This could have implications for future student and faculty exchange programs, collaborative research initiatives, and the overall fostering of goodwill and understanding between the academic communities of India and Turkey. This institutional response further highlights the depth and breadth of the disapproval stemming from the geopolitical developments.

C. Trade and Services: Potential Disruptions

The calls for boycott have also resonated within the trade and services sectors. The Confederation of All India Traders (CAIT), a prominent body representing traders across India, has been particularly vocal, urging a complete halt to all import and export trade with both Turkey and Azerbaijan due to their perceived support for Pakistan.¹ CAIT even scheduled a national conference to formalize this trade boycott, indicating a serious intent to translate public sentiment into concrete economic action.¹

In anticipation of a broader trade embargo, some Indian traders have already begun to boycott specific Turkish goods, notably including marble and fresh apples, which are significant imports from Turkey.¹ India’s annual apple imports from Turkey are estimated to be around $10 million, making this a potentially impactful move.¹ Furthermore, concerns have been raised regarding Indian engineering exports to Turkey, with some reports suggesting that components imported from India could potentially be used in Turkey’s drone manufacturing industry.³ Engineering goods constitute a significant portion of India’s exports to Turkey, adding a layer of strategic complexity to the trade relationship.²⁷

Beyond traditional trade, the All Indian Cine Workers Association (AICWA) has also issued a call for a complete boycott of Turkish artists and any collaboration on film, television, or digital content projects, signaling a potential disruption in cultural and media services.³ While the immediate repercussions on trade and services might be less dramatic than the impact on tourism, the strong pronouncements and initial actions suggest a real possibility of significant disruptions in the flow of goods and services between India and these two nations in the near future, particularly if the boycott gains further traction and official support. This could have a cascading effect on various industries within Turkey and Azerbaijan that rely on trade with India.

Turkey Under Scrutiny: Economic Vulnerabilities

To understand the potential impact of India’s boycott, it’s crucial to examine Turkey’s economic landscape and its relationship with India.

A. Tourism’s Role in Turkey’s Economy

Tourism plays a pivotal role in the Turkish economy, serving as a major source of revenue and employment. In 2024, Turkey’s total tourism revenue reached an impressive $61.1 billion.¹⁹ The sector is a significant contributor to the nation’s GDP, accounting for approximately 12%, and provides employment to around 10% of the workforce.⁶ Over the years, Turkey has witnessed a steady increase in the number of Indian tourists visiting the country. In 2024, the arrivals from India were estimated to be between 300,000 and 330,000, a substantial rise from the 119,503 recorded in 2014.¹

The estimated spending by these Indian tourists in Turkey in 2024 ranged from $291.6 million to $350-400 million, with an average spend of around $972 per tourist.⁶ While Indian tourists currently constitute a relatively small fraction of Turkey’s overall foreign tourist arrivals (around 0.5-0.6%) ¹, India has emerged as one of the fastest-growing source markets for Turkish tourism, demonstrating an impressive annual growth rate of 15-20%.¹

The ongoing boycott, therefore, poses a significant risk of stalling this upward trajectory. The direct financial loss to Turkey’s tourism sector due to the boycott is estimated to be around $291.6 million, with potential for further indirect losses stemming from the cancellation of Indian weddings, corporate events, and other large gatherings that Turkey has actively been courting.³⁰ The Indian wedding market, in particular, has become a lucrative segment for Turkey, supporting a considerable number of livelihoods.³³

B. Trade Dynamics Between India and Turkey

The economic relationship between India and Turkey also encompasses a significant trade component. In the fiscal year 2023-24, the bilateral trade volume between the two nations reached approximately $10.43 billion (some sources indicate $12.6 billion for FY23).¹

Notably, India enjoys a favorable trade balance with Turkey.² Key exports from India to Turkey include a diverse range of products such as mineral fuels and oil (amounting to $960 million in 2023-24), electrical equipment, automotive components, organic chemicals, pharmaceuticals, textiles, iron and steel, refined petroleum, and motor vehicles.¹ Engineering goods, in particular, constitute the largest category of India’s exports to Turkey.²⁷

On the other hand, India’s primary imports from Turkey include marble, fresh apples (with an estimated annual value of $10 million), gold, vegetables, lime, cement, mineral oil ($1.81 billion in 2023-24), chemicals, natural or cultured pearls, iron and steel, crude petroleum, machinery, plastics, and textiles.¹ While the overall trade volume remains substantial, there was a noticeable decline in trade during the first eleven months of the fiscal year 2024-25. India’s exports to Turkey reached $5.2 billion, while imports stood at $2.84 billion during this period.¹

C. Dependence on the Indian Market

While the bilateral trade volume between India and Turkey is significant, it’s important to contextualize Turkey’s reliance on the Indian market. Turkey is India’s 34th largest trading partner ²⁷, while India ranks as the 18th largest for Turkey.⁴¹

Nevertheless, Turkey represents a crucial market for specific Indian exports, particularly in sectors like engineering goods, pharmaceuticals, and chemicals.²⁷ A complete disengagement from this trade relationship could potentially disrupt over $11 billion worth of commerce, impacting small and medium-sized enterprises (SMEs) in both countries.²⁷ Furthermore, Indian companies have established infrastructure and construction interests in Turkey, participating in projects such as airport expansions and metro line constructions.²⁷ Turkey’s exports to India primarily consist of raw and intermediate materials that are utilized in India’s industrial production.⁴¹ Given Turkey’s own economic challenges, including currency devaluation and other financial pressures ²⁷, alienating a rapidly growing market like India could pose significant difficulties.

The potential disruption to Turkey’s exports of key commodities like marble and apples, coupled with the adverse impact on its burgeoning tourism sector, could further exacerbate its existing economic vulnerabilities. It’s noteworthy that Turkish exporters themselves have reportedly lobbied against any political interference that might lead to trade restrictions from India, indicating an awareness of the importance of this economic relationship.²⁷

Azerbaijan’s Position: Assessing the Fallout

Now, let’s turn our attention to Azerbaijan and its economic ties with India in the context of the boycott.

A. Growing Tourism Ties

Azerbaijan has witnessed a remarkable surge in the number of Indian tourists visiting the country in recent years. In 2023, over 200,000 Indian tourists made their way to Azerbaijan, and this number further increased to approximately 243,000-250,000 in 2024, nearly doubling the figures from the previous year.¹ The average spending by an Indian tourist in Azerbaijan is estimated to be between $1,276 and $1,280 per visit.⁸ This translates to a total annual revenue generated from Indian tourists for Azerbaijan in 2024 of roughly $308 million to $311 million.⁶

India has now become the fourth-largest source of tourists for Azerbaijan, and if neighboring countries are excluded, it stands as the largest source, accounting for approximately 9.3% of all foreign visitors in 2024.⁸ This rapid growth in tourism from India and the significant revenue it generates indicate an increasing reliance on the Indian market for Azerbaijan’s tourism sector. The current boycott, therefore, poses a direct threat to this positive trend and could potentially lead to a substantial loss of tourism revenue for Azerbaijan, impacting its efforts to diversify its economy beyond oil and gas.

B. India-Azerbaijan Trade Relations

The trade relationship between India and Azerbaijan, while smaller in volume compared to that with Turkey, is nonetheless significant. In 2023, the bilateral trade volume reached $1.435 billion, making India Azerbaijan’s seventh-largest trading partner.²⁷ Some sources indicate a bilateral trade volume of around $1.9 billion in FY23.²⁷

India’s key exports to Azerbaijan include a variety of goods such as tobacco ($28.67 million in 2023-24), tea, coffee, cereals, chemicals, plastics, rubber, paper, ceramic products, pharmaceuticals, electronics, and machinery.¹ On the import side, India primarily purchases crude oil from Azerbaijan, amounting to $1.227 billion in 2023, which constituted 7.6% of Azerbaijan’s total crude oil exports. Other imports include animal fodder, organic chemicals, perfumery, skins and leather, urea, oil coke, iodine, raw silk, aluminum, and cotton.¹ During the first eleven months of the fiscal year 2024-25, India’s exports to Azerbaijan stood at $86.07 million, while imports were $1.93 million.¹

C. Economic Dependence on India

India holds the position of Azerbaijan’s seventh-largest trading partner.³⁴ Beyond trade, India has made significant investments in Azerbaijan’s crucial oil and gas sector through ONGC Videsh Ltd, with investments exceeding $1.2 billion.⁴⁶ Furthermore, there’s growing cooperation between the two nations in other sectors, including pharmaceuticals, where India has a strong presence in the Azerbaijani market, and the rapidly expanding tourism sector.⁴⁹

The increasing number of Indian tourists, making India the fourth-largest source country, coupled with India’s role as a major importer of Azerbaijani crude oil, indicates a rising level of economic interdependence. While the overall trade volume with India experienced a decrease in the period from January to November 2023 compared to the previous year ⁶², the economic relationship remains strategically important for Azerbaijan. This growing engagement across various sectors suggests that Azerbaijan could be increasingly susceptible to a sustained economic boycott from India, particularly affecting its crucial oil revenue and its burgeoning tourism industry.

Social Media as a Catalyst

The speed and reach of social media platforms have played a pivotal role in galvanizing the boycott movement in India. Platforms like Twitter (now X) have become central hubs for the dissemination of information and the amplification of calls for action against Turkey and Azerbaijan.³ Hashtags such as #BoycottTurkey and #BoycottAzerbaijan have gained significant traction, reflecting widespread online support for the movement and facilitating the coordination of boycott efforts.²

Prominent figures like industrialist Harsh Goenka and Member of Parliament Priyanka Chaturvedi have actively utilized these platforms to voice their support for the boycott and encourage others to participate.³ The surge in online search interest for “Boycott Turkey,” as indicated by Google Trends data, further underscores the significant impact of social media in shaping public sentiment and driving the boycott narrative.³

Moreover, travel companies themselves have leveraged social media to communicate their stance on the boycott, with some even announcing changes to their search results and booking systems in response to the prevailing online sentiment.⁴ This demonstrates the powerful influence of social media in not only mobilizing public opinion but also in prompting tangible actions from businesses and institutions.

Responses and Repercussions

Initial reactions from Turkey and Azerbaijan to the unfolding boycott have been varied. The Turkish government, through its tourism department, has urged Indian travelers to continue with their plans to visit, asserting that the geopolitical tensions have no impact on daily life or the tourism environment within the country.³¹

In fact, Turkey’s tourism authorities have reportedly initiated efforts to win back Indian tourists, including the potential launch of advertising campaigns and cultural showcases, indicating a recognition of the importance of this market.³³ However, Turkish President Recep Tayyip Erdogan has remained steadfast in his support for Pakistan, publicly reaffirming the “brotherly” ties between the two nations despite the growing calls for a boycott in India.⁶⁶ On the Azerbaijani side, a prominent think tank head has publicly dismissed Indian threats of travel boycotts and sanctions, emphasizing Azerbaijan’s unwavering support for Pakistan’s position and asserting that the nation has never succumbed to external pressure.⁷¹

While these public pronouncements might project an image of defiance, the proactive measures taken by Turkey’s tourism sector to reassure Indian travelers and the reported significant drop in bookings suggest an underlying concern about the potential long-term consequences of the boycott, particularly for specific sectors of the Turkish economy. Similarly, while Azerbaijan’s official stance remains firm, the acknowledgment of potential temporary impacts on tourism indicates an awareness of the economic risks involved.⁷¹

Looking Ahead: Long-Term Implications

The long-term ramifications of India’s boycott of Turkey and Azerbaijan are likely to be multifaceted and will depend on the sustained commitment of the Indian public and institutions. In the tourism sector, a prolonged boycott could lead to a significant and lasting decline in Indian tourist arrivals in both countries, especially considering the strong public sentiment and the potential redirection of Indian travelers to alternative destinations perceived as more aligned with India’s national interests, such as Georgia, Serbia, Greece, Thailand, and Vietnam.⁴

This could represent a substantial long-term loss for the tourism industries of both Turkey and Azerbaijan, particularly given the projected future growth of Indian outbound tourism.³⁷ The suspension of educational and cultural exchanges could also have a lasting impact, potentially hindering future collaborations and affecting the people-to-people ties that have historically existed between these nations.¹⁶ This could strain the long-standing historical connections that have characterized these relationships.⁷²

In the realm of trade, the boycott could potentially lead to a recalibration of trade relationships. India might seek alternative sources for the goods it imports from Turkey and Azerbaijan, while Turkey and Azerbaijan might explore new export markets to compensate for any decline in demand from India.¹ India might also prioritize strengthening its economic and diplomatic ties with countries that have shown support for its counter-terrorism efforts.¹ On a broader geopolitical level, this situation could lead to a recalibration of India’s relationships with Turkey and Azerbaijan, potentially fostering closer ties with nations that have historically had strained relations with Ankara and Baku, such as Greece and Armenia.¹ While the immediate economic impact of the boycott on the overall GDP of Turkey and Azerbaijan might be limited, it undoubtedly sends a strong diplomatic message about India’s displeasure with their stance.³³

Conclusion: Navigating Geopolitics and Travel

As a travel blogger, I’ve always believed in the power of travel to bridge cultures and foster understanding. However, recent events underscore the increasing interconnectedness of personal travel choices and international relations. The strong public sentiment in India, amplified by social media, has demonstrated the power of individual action and collective sentiment in influencing international dynamics. It appears that travelers are becoming increasingly aware of the geopolitical implications of their destination choices, and factors beyond just scenic beauty and cultural attractions might now play a more significant role in their decision-making process. This situation highlights the emergence of a form of “ethical tourism,” where travelers consciously align their spending with their values and national interests.⁴ The “Sindoor Effect” serves as a potent reminder that in an increasingly interconnected world, even seemingly personal choices like travel can carry significant geopolitical weight and contribute to broader international dynamics.

Metric	2023	2024	Percentage Change
Number of Indian Tourists	270,000	330,000	22.2%
Estimated Spending by Indian Tourists (USD)	$350-400 M	$291.6-400 M	-27.3% to 0%
Turkey’s Total Tourism Revenue (USD)	$54.3 B	$61.1 B	12.5%
Percentage of Indian Tourists in Total Arrivals	~0.6%	~0.6%	0%

Metric	FY2023-24 (USD Billion)	Key Categories
Total Trade Volume	10.43
India’s Exports to Turkey	6.65	Mineral fuels and oil, electrical equipment, auto parts, chemicals, pharmaceuticals, textiles, iron and steel, refined petroleum, motor vehicles, engineering goods
India’s Imports from Turkey	3.78	Marble, fresh apples, gold, vegetables, lime, cement, mineral oil, chemicals, natural or cultured pearls, iron and steel, crude petroleum, machinery, plastics, textiles
India’s Trade Balance with Turkey	+2.87	India enjoys a trade surplus.

Metric	2022	2023	2024	Percentage Change (2022-2023)	Percentage Change (2023-2024)	India’s Rank (Source Market)
Number of Indian Tourists	60,731	117,302	243,000	93.1%	107.1%	4th
Estimated Total Spending by Indian Tourists (USD)	–	–	~$308-311 M	–	–	–

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