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Posted on Nov 27, 02:33PM | IBNS
A US based Hindu group said they are concerned about the new Rupa Thermocot Swaha television commercial, which they say trivializes the sacred Hindu terminology.
Hindu statesman Rajan Zed, in a statement on Tuesday, said that Rupa, which claims to be "India's largest hosiery brand", should have shown maturity in handling terms revered by Hindus.
Zed, who is President of Universal Society of Hinduism headquartered in Nevada (USA), pointed out that such trivialization of Hinduism for mercantile greed hurt the devotees who use such terminology as part of their worship and prayers.
He argued that Rupa needed to re-read its own Corporate Social Responsibility statement, which included: "Rupa acts as a socially responsible corporate citizen. Being sensitive to social issues...".
The Swaha commercial seemed to be quite irresponsible, Zed added.
Rupa, covering the entire range of knitted garments from innerwear to casualwear to footwear, claims to "source natural fibres grown in sustainable methods".
Headquartered in Kolkata (India) with a tagline "ecoknit", its clients include Sears, Benetton, Eurolook, Colmark, Pierre Cardin and Pimmy.