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Following the Pahalgam attack and rising calls for a boycott of Turkey due to its support of Pakistan, Indian e-commerce giants Myntra and Reliance-owned AJIO have ceased the sale of Turkish clothing brands such as Trendyol, Koton, and LC Waikiki on their platforms. According to industry insiders, Myntra started reducing the prominence of these brands as tensions between India and Pakistan heightened prior to last week's ceasefire.