Amazon India has denied selling Pakistani flags and related merchandise on its platform, after India’s consumer watchdog issued notices to multiple e-commerce companies over listings that sparked political backlash and public outrage.
The Central Consumer Protection Authority (CCPA) sent notices to Amazon India, Flipkart, Ubuy India, Etsy, The Flag Company, and The Flag Corporation for allegedly allowing the sale of items bearing Pakistan’s national symbols — including flags, mugs, and T-shirts — on their platforms.
In a statement, Amazon India said the products in question are not available on its marketplace. “Amazon.in operates as an online marketplace where independent third-party sellers offer and sell their products,” the company said.
“We require sellers to offer products that comply with applicable Indian laws and Amazon policies. We remove non-compliant product listings upon notification from relevant regulatory authorities.”
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The controversy erupted after India’s Minister for Consumer Affairs, Pralhad Joshi, slammed the listings as “insensitive” and “a violation of national sentiment.” He ordered the immediate removal of such products from all platforms.
“The CCPA has issued notices to @amazonIN, @Flipkart, @UbuyIndia, @Etsy, The Flag Company, and The Flag Corporation over the sale of Pakistani flags and related merchandise,” Joshi posted on X (formerly Twitter). “Such insensitivity will not be tolerated. E-commerce platforms are hereby directed to immediately remove all such content and adhere to national laws.”
The issue came to light after a complaint by the Confederation of All India Traders (CAIT), a powerful lobbying group that warned the sale of Pakistani items was offensive and undermined national unity.
CAIT National President BC Bhartia condemned the listings, calling them a “blatant disregard for India’s sovereignty” and a threat to internal harmony.
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“It has come to light that Pakistani flags, logo-bearing mugs, and T-shirts are being openly sold on major e-commerce platforms,” Bhartia said in a letter. “This is not merely an oversight. It is a grave matter that risks undermining national unity and poses a potential threat to our internal harmony and security.”
He also invoked Operation Sindoor, India’s ongoing military response to the April 22 Pahalgam attack, saying the sale of Pakistani-themed merchandise during a sensitive time was deeply disrespectful.
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