FabIndia withdraws Jashn-e-Riwaaz promo after right-wing backlash

Clothing brand FabIndia has removed a promotional capsule about its new festive line after a backlash from rightwing groupsWhile the brand was accused of defacing the Hindu festival of Diwali by naming its festive collection as JashneRiwaaz celebration of tradition the company insisted that it is not a Diwali collection which will be soon launched under Jhilmil si Diwali promoFabIndia was trolled on social media for what some said was unnecessarily uplifting secularism and Muslim ideologies in a Hindu festival saying it hurt their religious sentimentsAfter it put on Twitter the JashneRiwaaz collection on October 9 some social media users called for a boycott of the brand making their campaign one of the top trendsWe at FabIndia have always stood for the celebration of India with its myriad traditions in all hues a company spokesperson saidOur current capsule of products under the name JashneRiwaaz is a celebration of Indian traditions The phrase means that literally The capsule is not our Diwali Collection of products Our Diwali collection is called Jhilmil si Diwali is yet to be launchedJashneRiwaaz is a phrase in Urdu a language that was born in IndiaThe tweet which went viral on Monday said As we welcome the festival of love and light JashneRiwaaz by Fabindia is a collection that beautifully pays homage to Indian cultureThis was deleted after the backlashAlso read Consultation to be held post Diwali on entry for singledose beneficariesBJP Yuva Morcha President Tejasvi Surya was among those who slammed the ad in a post on TwitterDeepavali is not JasheRiwaaz This deliberate attempt of abrahamisation of Hindu festivals depicting models without traditional Hindu attires must be called out And brands like fabindiaNews must face economic cost for such deliberate misadventures he said on Monday afternoonAuthor Shefali Vaidya known for her views supporting rightwing slammed FabIndia for deHinduising festivalsWow FabindiaNews great job at deHinduising Deepawali Call it a festival of love and light title the collection JashneRiwaaz take Bindis off foreheads of models but expect Hindus to buy your overpriced massproduced products in the name of homage to Indian culture she tweetedSoon hashtag BoycottFabindia began trendingFabIndia did not say why it removed the tweetThe ethnic retail behemoth is not the first brand to face rightwing attacks and buckle under pressureTata Groups jewellery brand Tanishq was forced to withdraw an advertisement that showed an interfaith couple at a baby shower organised for the Hindu bride by her Muslim inlawsIt withdrew the advertisement after trolling soon spread to physical threats to company employees and storesClothing brand Manyavar too was at the receiving end when its advertisement featuring Bollywood actor Alia Bhatt in wedding attire appeared to question an old traditionEstablished in 1960 FabIndia sources its products from villages helping to provide and sustain rural employment in IndiaAccording to reports the products are currently produced by over 40000 artisans and craftspeople across IndiaIn 2019 a Holi ad by Surf Excel had received similar flak by certain groups as it showed children of two different religions celebrating the festival of coloursThis story has been sourced from a third party syndicated feed agencies Midday accepts no responsibility or liability for its dependability trustworthiness reliability and data of the text Midday managementmiddaycom reserves the sole right to alter delete or remove without notice the content in its absolute discretion for any reason whatsoever