Netizens call for complete boycott of Fabindia for its latest ad campaign and clothing collection ‘Jashn-e-Riwaaz’


imageAgencies Many slamming the brand’s new collection and called for boycott for “de-Hinduising Deepawali”.Related Shashi Tharoor slams people for ‘witch-hunting’ SRK over Aryan Khan’s arrest in drugs case, urges people to show empathy ‘You were heard.’ Priyanka Chopra Jonas apologises after ‘The Activist’ receives backlash for being ‘tone-deaf’ Alia Bhatt’s modern spin to wedding rituals in Mohey ad falls flat for some; netizens upset about ‘anti-Hindu’ propaganda Alexandria Ocasio-Cortez shows up in ‘tax the rich’ dress at Met Gala 2021, Twitter slams her for attending $30,000 per ticket event Clothing brand Fabindia , famous for its ethnic prints and design, fell into trouble after it released its latest advertisement promoting the new festive clothing collection with several people on the social media calling for a complete boycott of the brand.

The Indian brand launched its latest collection titled ‘Jashn-e-Riwaaz, showing off its fresh traditional wear for which FabIndia has been receiving backlash.The new has kickstarted a controversy on Twitter with many slamming the brand for “de-Hinduising Deepawali”.Soon #BoycottFabindia started to trend on the microblogging site, forcing the New Delhi based clothing company to take down its original tweet posted on October 9.

The Bharatiya Janata Party (BJP) Yuva Morcha President Tejasvi Surya, too joined others and slammed the brand on Twitter for making a “deliberate attempt of abrahamisation of Hindu festivals”.”Deepavali is not Jash-e-Riwaaz.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 costs for such deliberate misadventures,” Surya tweeted.

Deepavali is not Jash-e-Riwaaz.

This deliberate attempt of abrahamisation of Hindu festivals, depicting models wi…

— Tejasvi Surya (@Tejasvi_Surya) 1634545502000

However, a Fabindia spokesperson said the collection ‘Jashn-e-Riwaaz’ is not their Diwali collection and the products under the title celebrates Indian traditions, in literal sense.

“Our Diwali collection, called ‘Jhilmil si Diwali’ is yet to be launched,” she told TOI, adding “We at Fabindia have always stood for celebration of India with its myriad traditions in all hues.In fact ‘Fabindia-Celebrate India’ is our tagline and also a wordmark.Our current capsule of products under the name ‘Jashn-e-Riwaaz’ is a celebration of Indian traditions.The phrase means that, literally.”

The brand is being criticised on Twitter for unnecessarily trying to “push a secular view on a Hindu festival”.A customer, who used to be a loyal buyer of the brand, even ripped off the clothing pieces he has from Fabindia and turned it in to dusters and shoe cleaners while recording a video of the act which he then shared on the microblogging site, joining the #boycottfabindia movement.

“Dear Fabindia, I had many Kurtas from you.Given your insult to #Diwali I have decided to not wear a single one.Am putting them to good uses.Have cut them to make car cleaners, dusters and shoe shine cloths,” the person wrote on Twitter.

Dear @FabindiaNews I had many Kurtas from you.

Given your insult to #Diwali I have decided to not wear a single one…

— The Prince of Good Times (@Ak5985965) 1634575219000

That’s our #FabindiaKurtas in the garbage bin.Never buying from these big brands again.They’re all the same.Deep…

— English बहन (@English_bahen) 1634562226000

Can’t get my head around with so much hatred for a Hindu festival.Why everyone other brand/celebrity giving gyan o…

— Ruuchi V Singh (@Ruchiing) 1634552853000

A similar incident had happened recently when another clothing brand, Manyaavar also faced a boycott for its ad featuring Alia Bhatt based on the Hindu tradition ‘Kanyadaan’.In the past, jewellery brand Tanishq was also trolled for their advertisement on inter-faith marriages.

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