“No Bindi No Business” Trending In Twitter !! Check Why

  • Bindi
  • Diwali
  • Festivel
CM / Updated: 2021-10-21
18:53 IST

For bringing out a Diwali-themed advertisement for a range of clothing and for naming it as “Jashn-e-Riwaaz”, Clothing brand Fab India has became a subject to severe online backlash. It all started after BJP leader Tesjaswi Surya called out the brand for deliberate attempt of Abrahamisation of Hindu festivals. The main reason behind the online flak Fab India received is due to the models of the brank not being portrayed in “Hindu traditional clothes”. Followed by the number of reactions, a social media trend claiming “No Bindi No Business” surfaced in Twitter.


On 9th of October, Fab India tweeted about their campaign for the Diwali collection with a post and wrote “As we welcome the festival of love and light, Jashn-e-Riwaaz, by FabIndia is a collection that beautifully pays homage to Indian culture…” as their caption. The picture they uploaded featured men and women flaunting beautiful garments in vibrant shades of red, maroon and gold. As soon as witnessing about the backlash, the firm deleted their tweet but the screen shot is still trending in social media platforms.


“Deepavali is not Jash-e-Riwaaz. This deliberate attempt of abrahamisation of Hindu festivals, depicting models without traditional Hindu attires, must be called out. And brands like @FabindiaNews must face economic costs for such deliberate misadventures” Tejaswi Suriya said in his tweet to condemn Fab India.

“Speaking for myself. Not buying anything for #Deepawali from ANY brand that shows models without a bindi. #NoBindiNoBusiness” Author Shefali Vaidya who is one of the main reasons for the campaign to start, tweeted.


Many others took part in the twitter trending and came up with posts, pointing out the importance of wearing Bindi and some uploaded their own pictures donning Bindi.

Reactions countering the sentiment were also surfaced. Have a look at them below :


The online outrage reminds us about the last year’s Tanishq jewellery ad which was forced to take as it contained a concept of Hindu women getting married into a Muslim family which organised a traditional Hindu baby showed function for her. Comment your views on this “Bindi” debate !!

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