The boycott campaign launched in India against Azerbaijan and Türkiye is rapidly escalating, taking on a systemic and aggressive form. Leading this wave of politically motivated populism is the Confederation of All India Traders (CAIT), which held a national conference in Delhi on May 15 with representatives from 24 states. As a result, more than 125 of India’s top trade companies unanimously agreed to sever all forms of cooperation with Baku and Ankara — including business, tourism, education, and the film industry.
The formal pretext for this escalation was the support shown by Azerbaijan and Türkiye to Pakistan during its recent armed conflict with India in Kashmir. Reports indicate that Türkiye provided military assistance to Islamabad even before the fighting began, while both Baku and Ankara publicly voiced diplomatic support for their ally. This triggered a sharp backlash in Indian society and unleashed a wave of regional hysteria.
CAIT Secretary General and Member of Parliament Praveen Khandelwal openly accused Azerbaijan and Türkiye of “betrayal” and “supporting terrorism” — without providing a single piece of evidence. CAIT President B. Bhartia vowed to launch a nationwide boycott campaign, accompanied by coordinated pressure on cultural and business institutions.
The boycott has already impacted tourism and cinema. Indian tour operators have suspended travel packages to Azerbaijan and Türkiye en masse. As of May 14, demand for tickets to both countries had dropped by 60%, while booking cancellations spiked by 250%. Online platforms like Ixigo and Pickyourtrail ceased accepting new orders for these destinations altogether. Specifically, 22% of bookings to Türkiye and 30% to Azerbaijan were canceled within days.
India’s business sector also issued a formal appeal to Bollywood, calling on producers to halt filming in both countries and threatening a public boycott if ignored. In response, Indian studios have begun terminating agreements for foreign shoots, while major brands are pulling planned ad campaigns scheduled to be filmed in Azerbaijan and Türkiye. The education sector quickly followed suit: Lovely Professional University terminated six academic cooperation agreements with institutions in both countries, citing “geopolitical disagreements” — a euphemism for politically imposed censorship under the guise of “national interest.”
Indian authorities have also moved against Turkish businesses. The government terminated a contract with Turkish firm Çelebi Hava Servisi, which managed 70% of ground handling operations at Mumbai Airport. India’s Bureau of Civil Aviation Security (BCAS) cited “national security interests” as justification. Meanwhile, Turkish news channel TRT World was banned from broadcasting in India.
It’s worth noting that prior to this fallout, Azerbaijan had become a popular travel destination for Indian tourists. Its landscapes often featured in Bollywood movies and music videos, helping to build cultural and economic ties over the years — ties now being dismantled in a matter of weeks.
Nevertheless, the actual damage from this boycott may turn out to be mostly symbolic. In 2024, trade between India and Azerbaijan amounted to $957 million, of which $734 million came from Azerbaijani exports — primarily crude oil and petroleum products, which are highly liquid and easily redirected to other markets. Indian exports to Azerbaijan totaled just $223 million, with rice accounting for a major portion — yet representing only about 1% of Azerbaijan’s overall imports.
Thus, despite loud rhetoric and performative gestures, the economic and diplomatic impact on Baku and Ankara is likely to be limited. India, on the other hand, risks damaging its reputation as a reliable partner in international cooperation. The substitution of diplomacy with boycotts and coercion is increasingly becoming a hallmark of New Delhi’s foreign policy — and a clear symptom of the deeper strategic crisis the country now faces on the global stage.
