FabIndia gets slammed for branding Diwali collection ‘Jashn-e-Riwaaz’, removes after protests

The recent Diwali campaign and collection ‘Jashn-e-Riwaaz’ launched by popular ethnic garment brand Fabindia has not been received well by people on the internet. Several social media users have objected to yet another appropriation of a Hindu festival and sentiments.

Fabindia gets brickbats for ‘Jashn-e-Riwaaz’ collection

The cultural appropriation has left social media users uncomfortable, just ahead of another Hindu festival. Not many favored Diwali being loosely translated to ‘Jashn-e-Riwaaz’.

Author, speaker and textile enthusiast, 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 brand has now deleted every single Tweet carrying the name or hashtag ‘Jashn-e-Riwaaz.’

Source : OpIndia

Hindu Janajagruti Samiti also protested this,

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