Surendra Ullal
CHICAGO: A Miami (Florida) headquartered firm Martha Acuna Sport Wear removed from its website Ganesh Lavanda Leggings, carrying images of deity Lord Ganesh after a large group of Indian Americans protested dubbing it very disturbing”.These leggings were not found on the company website when searched after the protest.
Rajan Zed, President of Universal Society of Hinduismspearheading the protest, thanked Martha Acuna Sport Wear for understanding the concerns of the community that considered the placing images of Lord Ganesh on such a product was insensitive.
Companies like Martha Acuna Sport Wear should have their senior executives for training in religious and cultural sensitivity to understanding o feelings of customers and communities when introducing new products or launching advertising campaigns.
Clothing companies should not be in the business of religious appropriation, sacrilege, and ridiculing entire communities. It was deeply trivializing of the immensely venerated Lord Ganesh to be displayed on leggings, Rajan observed.
Hinduism is the oldest and third largest religion of the world with about 1.2 billion adherents and a rich philosophical thought Any trivialization of Hindu deity is disturbing to the Hindus world over. In Hinduism, Lord Ganesh is worshipped as god of wisdom and remover of obstacles and is invoked before the beginning of any major undertaking.
Martha Acuna Sport Wear is claimed to be “Inspired by Feminine Energy” and states that “Our challenge is to continue to reinvent ourselves every day” and “All our fabrics are sublimated”. Description of objectionable “Ganesh Lavanda Leggings” (now removed), priced at $82, included “built-in shapeware to provide an instant butt lift with ruched detailing at mid-rise waist”.
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