The launch of Fabindia’s new Collection leads to the sparks of row online

Fabindia new Collection

Fabindia new Collection

New Delhi: ahead of the Diwali celebrations and festive season. The Ethnic wear retailer Fabindia launched a new collection of its brand before Diwali and christened it ‘Jashn-e-Riwaaz’ which led to another storm in social media on Monday because after the launch several consumers went on to boycott the brand. Those who are protesting against the campaign called it, “de-Hinduising Deepawali”. And went on to put hashtag #BoycottFabindia which is now trending on Twitter. Due to this protest and massacre, the IPO-Bound company went on to delete some of its tweets that were promoting their collection.

While speaking to TOI the Fabindia spokesperson went on to say that as the collection is titled “Jashn-e-Riwaz”, it is therefore not a Diwali collection. She further went on to say that our Diwali collection which is ‘Jhilmiil si Diwali’ is yet to be launched. “We at Fabindia have always stood for the celebration of India with its myriad traditions in all hues. In fact ‘FabinFabindia – Celebrate India’ is our tagline and also a word mark she said.  The clothing brand took to its social media site for the launch and the promotion of the newly launched collections.  

Fabindia is headquartered in New Delhi and it is not the very first company to face backlash from social media due to its collections or campaigns. Prior to that, the jewelry brand of TATA which is Tanishq drew a lot of negative attention from the social media users as it launched and promoted the advertisement which was about inter-caste marriage. With the slam by the Netizens, the social media users went on to trend #boycott Tanishq on social media which created a lot of negative popularity for the jewelry brand. 

And a few days back another boycott of an advertisement which was promoted by clothing brand Manyaavar featuring Bollywood actress Alia Bhatt faced a lot of controversies. And the advertisement of Cent’s tire maker which featured actor Amir Khan also landed into the pool of controversy. 

After the controversy began related to Fabindia, BJP UP spokesperson Prashant Umrao tweeted, "Fabindia clothes are very expensive and become useless once washed, need to move to other brands." And another user went on to write that Karva Chauth, Ahoi, Deepawali, Bhaiduj, what is this Muslim festival that you are writing 'Jashn-e-Raj'. Another user wrote – Boycott FabIndia, I do not understand their words, it seems that they have outsourced jobs to Pakistan.

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