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HomePoliticsIndiaFabIndia faces backlash for branding Diwali as 'Jashn-e-Riwaz', pulls down ad

FabIndia faces backlash for branding Diwali as ‘Jashn-e-Riwaz’, pulls down ad

The editor of Sirf News sees the now withdrawn campaign by FabIndia as a part of the ploy of Middle Eastern religions to belittle Hindus by linguistic means


Clothing brand FabIndia has removed a tweet promoting their new collection for Diwali after hundreds of Hindus questioned the company’s motive on social media. The brand was accused of “defacing” the Hindu festival of Diwali and terming it Jashn-e-Riwaaz. Many slammed the brand for unnecessarily uplifting secularism and Muslim ideologies in a Hindu festival.

The tweet by FabIndia was a promotional depicting models wearing their new Diwali 2021 collection. “As we welcome the festival of love and light, Jashn-e-Riwaaz by Fabindia is a collection that beautifully pays homage to Indian culture,” reads the caption of the post that has now been deleted.

Notably, FabIndia had not used the word “Diwali” or “Deepavali” to refer to the occasion even last year, raising the suspicion that its act is deliberate and not an honest mistake.

The tweet was promptly removed after #BoycottFabIndia started trending on Twitter furiously. BJP Yuva Morcha President Tejasvi Surya also slammed the ad in a on Twitter.

Many users of social described the tweet/ad as “culturally inappropriate”. While several users pointed out that a simple ‘Diwali’ or ‘Deepavali’ in the description would have been enough for promotion, others expressed that there was no need to deconstruct the Hindu festival and infuse secularism in it. Some even put forth the fact that Hindu festivals bear the same significance as Muslim and Christian ones and amalgamating them was nothing short of disrespecting the particular religion.

Through a thread of tweets, Sirf News Editor-in-Chief Surajit Dasgupta posited that referring to Diwali as some kind of a riwāz was an old linguistic ploy of Christians and Muslims to belittle Hindus, their belief systems and practices.

Other than that, tweets by several eminent personalities and politicians prompted the clothing brand to take down the tweet quickly.

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. 

FabIndia was started in 1960 by a Christian called John Bissell who used to work at the Delhi office of Ford Foundation, a philanthropic front of American spy agency CIA that funds rabble-rousing activists across the world, and its first retail store was opened at Greater Kailash in the national capital. John’s son William Nanda Bissell runs the firm now.

Interestingly, the advertisement campaign released by the brand is a complete mismatch with the title chosen for the Diwali collection. Fabindia’s ‘Jashn-e-Riwaaz’ video campaign ironically features the rich culture and tradition of Rajasthan.


The campaign starts with a Rajasthani lad taking a group of friends belonging to different ethnicities to his home to celebrate the festival of Diwali. While driving amidst the different traditional aspects of Rajasthan, the boy wonders how his friends might be perceiving the timeliness tradition and history of the state. 

The ad then focuses on Rajasthani traditions, rituals, food and finally the couture to highlight the richness, heritage and legacy of Diwali, a festival celebrated by lighting diyas, bursting crackers and distributing sweets amongst other traditions to mark the win of good over evil.

Sirf News needs to recruit journalists in large numbers to increase the volume of its reports and articles to at least 100 a day, which will make us mainstream, which is necessary to challenge the anti-India discourse by established media houses. Besides there are monthly liabilities like the subscription fees of news agencies, the cost of a dedicated server, office maintenance, marketing expenses, etc. Donation is our only source of income. Please serve the cause of the nation by donating generously.

Support pro-India journalism by donating via UPI to surajit.dasgupta@icici

.@priyankagandhi जी अपने चमचों को कुछ ट्रेनिंग ही दे देती। झूट के लिए भी अंकल होनी जरोरी है। वैसे राजस्थान मे कोई आपकी सुनता नहीं है क्या? रेप, चोरी, हत्या, महंगा पेट्रोल सब कुछ वहाँ है पर आप कुछ कर नहीं पा रही। क्या पति को मिली ज़मीन ने आपके होंठों को चिपका दिया है? https://twitter.com/sureshnakhua/status/1464868203755098119

Suresh Nakhua ( सुरेश नाखुआ )🇮🇳@SureshNakhua

लखनऊ में @priyankagandhi के ख़िलाफ़ धरने पर बैठे राजस्थान के छात्रों की तस्वीर को यह कांग्रेसी नेता महोबा की बता रहें हैं । https://twitter.com/pradeepjain52/status/1464839111533940736

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