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.
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’! https://t.co/S47g1ArUbB
— Shefali Vaidya. ?? (@ShefVaidya) October 18, 2021
The brand has now deleted every single Tweet carrying the name or hashtag ‘Jashn-e-Riwaaz.’
Source : OpIndia
Hindu Janajagruti Samiti also protested this,
क्लोथिंग, होम डेकोर और लाइफस्टाइल प्रोडक्ट्स से जुड़ी कंपनी @FabindiaNews ने अपने फेस्टिव सीजन के लिए Jashn-e-Riwaaz कैंपेन में दीवाली के लिए कपडे लॉन्च किए गए हैं और नाम दिया गया है Jashn-e-Riwaaz। हिंदुओं में ना जश्न होता है ना रिवाज होता है। #BoycottFabIndia pic.twitter.com/V3eOv1DEtU
— HinduJagrutiOrg (@HinduJagrutiOrg) October 18, 2021
