FabIndia removes Jashn-e-Riwaaz ad after backlash; will launch 'Jhilmil si Diwali' instead

A day after clothing brand FabIndia landed in controversy over its vertisement about upcoming festive line for Diwali, brand has removed promotional capsule. company was accused of "defacing" Hindu festival by naming its new collection as Jashn-e-Riwaaz (celebration of trition).

Claiming that it is t festive collection, FabIndia said on Tuesday that its actual Diwali collection will be launched under 'Jhilmil si Diwali' promo soon.

ethnic garments retailer was heavily criticised on social media for some "unnecessarily uplifting secularism" in a Hindu festival, thus hurting ir religious sentiments. 

On Saturday, October 9, FabIndia publicised ir latest collection 'Jashn-e-Riwaaz' which has been featured by Vogue. FabIndia tweeted about collection on Monday as a "hom to Indian culture." Irked by vertisement, several social media users called for a boycott of brand, making brand's campaign one of top trends. FabIndia deleted tweet after backlash.

"We at FabIndia have always stood for celebration of India with its myri tritions in all hues," a company spokesperson said. "Our current capsule of products under name Jashn-e-Riwaaz is a celebration of Indian tritions. phrase means that, literally. capsule is t our Diwali Collection of products. Our Diwali collection is called 'Jhilmil si Diwali' (and) is yet to be launched, " he ded.

FabIndia receives backlash over 'Jashn-e-Riwaaz' collection

BJP Yuva Morcha President Tejasvi Surya was among those who slammed promo in a post on Twitter. 

"Deepavali is t Jash-e-Riwaaz. This deliberate attempt of abrahamisation of Hindu festivals, depicting models without tritional Hindu attires, must be called out. And brands like FabIndia must face ecomic cost for such deliberate misventures," he tweeted on Monday.

Author Shefali Vaidya also accused brand of 'defacing' Hindu festivals. Soon hashtag #BoycottFabindia began trending.

Chairman of Manipal Global Education, Mohandas Pai also slammed brand for its choice of words. His tweet re, "Maan you do t get it! use of Alien terms for a Hindu festival is a deliberate attempt to take away our herit and subvert it! You can use any brand name you want post-Diwali but at this time, linking it to Diwali shows a perverted mindset!" 

(With inputs from ncies)

Im: FabIndia/Twitter