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FabIndia Pulls Diwali Ad After Calling It Jashn-e-Riwaaz, Shoppers On Street Divided

| Updated : March 4, 2022, 4:54 pm
Updated : March 4, 2022, 4:54 pm

NEW DELHI: Furniture and clothing brand Fabindia has been forced to remove a tweet aimed at promoting their new collection for Diwali after a massive backlash on social media.

Thousands of people slammed Fabindia, while accusing them of “defacing” the Hindu festival of Diwali and terming it Jashn-e-Riwaaz. The team of The New Indian visited markets across India to find out what shoppers felt about the whole issue.

“This should not have happened. I am totally against it and would request the brand to not attempt anything like this in the future,” Devika Rathi said.

Many expressed unhappiness against the brand, calling it a veiled attempt to promote  secularism by juxtaposing Islamic ideologies on a  Hindu festival.


“The ad did not have any relevance to Hindu culture and that’s why I found it weird. They should have maybe called it ‘Utsav’, ‘Diwali Utsav’ or ‘Tyoharon Ka Utsav’. Can’t say on what the company was thinking while making the creative but our sentiments are definitely hurt looking at the ad. Be it Eid, Diwali or Christmas, all festivals are joyous and are celebrated and defined in a certain manner and we expect them to advertised in the same way,” Giriraj Singh, a Fabindia customer told the New Indian.

This is what the tweet by Fab India had read “As we welcome the festival of love and light, Jashn-e-Riwaaz by Fabindia is a collection that beautifully pays homage to Indian culture,” which has now been deleted.

Some customers, however, stood by the brand, saying this could be a one off mistake or that issue was blown out of proportion

“Trolling is not called for. Today on any matter, one can create any kind of controversy. Now it’s an open defamation ground and anyone can open the mouth and speak anything about anybody. I think it’s called Jashn-e-Riwaaz just because it has some Urdu terms in it, you want to scandalize the entire issue,” said Ajay Sharma, a shopper at Khan Market.

“What’s the problem if the phrase Jashn-e-Riwaaz was used instead of Diwali. I don’t think it should be mattering anywhere just because it’s an Urdu term,” Ponnam Lau stressed.

Similar advertisements from different companies like Tanishq and Surf excel have been criticized in the past for ‘deliberately’ hurting the sentiments of Hindu community.

It is yet to be seen whether Fabindia that was started in 1960 by American businessman John Bissell will issue any further rejoinder but the opinion on street is somewhere skewed against Fabindia this time.


Do visit www.newindian.in for exclusive video stories from hinterlands of India.

One reply on “FabIndia Pulls Diwali Ad After Calling It Jashn-e-Riwaaz, Shoppers On Street Divided”

  1. Anonymous

    My visit to the US 6 years back was on the occasion of Eid in August. Two neighbours were Muslims but revealed their festive mood with a tiny garland of lights. Ok those were homes to those 2 families. Next day at Walmart the mart didn’t display any goodies for Muslims to support their festival. Why? In the US even today only X’mas season is festive season or the end of Lent is Easter. Why? Forget the leaning of the prevalent govt.
    It’s a prerogative of every nation to support national festivities. Why should a business group dictate festival wordings for another community. Urdu is for them , like Arabic for Arabs but Indian festivals should opt for majority preferences in expressions at least. Hindi or Sanskrit. Let it be , so be it.

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