Clothing brand FabIndia has removed a tweet promoting their new collection for Diwali after being heavily trolled on social media. The brand was accused of "defacing" the Hindu festival by naming its festive collection as Jashn-e-Riwaaz.
Many slammed FabIndia for unnecessarily uplifting secularism and Muslim ideologies in a Hindu festival, saying it hurt their religious sentiments.
The tweet, which went viral on Monday, said: "As we welcome the festival of love and light, Jashn-e-Riwaaz by Fabindia is a collection that beautifully pays homage to Indian culture".
BJP Yuva Morcha President Tejasvi Surya was among those who slammed the ethnic wear brand.
"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 cost for such deliberate misadventures," he said in a tweet.
Author Shefali Vaidya slammed FabIndia for 'de-Hinduising' festivals.
"Wow @FabindiaNews great job at de-Hinduising Deepawali! Call it a 'festival of love and light', title the collection 'Jashn-e-Riwaaz', take Bindis off foreheads of models but expect Hindus to buy your overpriced, mass-produced products in the name of 'homage to Indian culture'!" she tweeted.
The FabIndia’s tweet is now deleted after the backlash.
Last October, popular jewellery brand Tanishq faced massive social media trolling over an ad featuring an interfaith baby shower, forcing it to take down the ad.
FabIndia was founded in 1960 by John Bissell and started out as a firm exporting home furnishings.