#BoycottFabIndia Trends On Twitter just after Tanishq & Manyavar

While brands are facing a lot of Internet wrath in name of religions and cast, a brand known for its ethnicwear collections Fabindia, trends on Twitter #BoycottFabIndia after the brand rolled out its Diwali collection named ‘Jashn-e-Riwaaz’. Recently top notch brands like Tanishq and Manyavar were also trolled.

Neitizens took to Twitter and said that it hurts the sentiments of Hindus and the words put up for celebration are not to celebrate the pure festival of Diwali.

One user wrote: “Canceling All Purchasing from @FabindiaNews this year. Who names Diwali collection as Jashn-e-Riwaaz ?? NOT interested in buying. #Fabindia you can enjoy your “Jashn” with the people you are catering too. NOT US FOR SURE #BoycottFabIndia.”

Another user said: “Our festival is Diwali but according to @FabindiaNews Diwali is called Jashn-e-Riwaaz. So #BoycottFabIndia Now. As if they have 3rd class collection.”

Author Shunali Khullar Shroff wrote “Boycott Fabindia is trending because they’ve poetically named their Diwali collection – Jashn-e-Riwaaz. This is beyond ridiculous. How does naming a collection in Urdu lessen your Diwali for you?”

Not many days back, an ad by apparel brand Mohey, the bridal wear brand from the house of Manyavar had launched an ad film which looked good on paper – promote women empowerment and give a more gender-sensitive touch to the age old tradition of ‘Kanyandaan’ in Hindu weddings and instead bring in ‘Kanyamaan’ featuring recently appointed brand ambassador Alia Bhatt. In its press note, the brand elaborated on the thought, stating, “Through the film, Mohey’s brand ambassador Alia Bhatt questions the conventional beliefs that require a daughter to conform to being ‘given away’ at her wedding. She makes a choice on her wedding day to rethink rituals, stating what Kanyadaan means in modern times, making it more equal and progressive for her present and future generations.”

However, the ad has not gone down well with the netizens and has drawn a lot of flak on social media and the hashtag #BoycottManyavar has been trending on Twitter. Why? Netizens feel that the Mohey ad questions an important part of Hindu wedding rituals and presents the practice of Kanyadaan as regressive and oppressive. They have slammed Mohey for “disrespecting culture and manipulating the naive customers”.


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