‘Love Jihad’: Top Indian Jewellery Brand Faces Online Abuse Over Hindu-Muslim Marriage Ad
CC0India09:37 GMT 12.10.2020Get short URLby Dhairya Maheshwari
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Tanishq, a leading Insian jewellery brand, owns 328 stores in 200 cities across the country. It was the highest-grossing brand in the sector during the last financial year.
India’s leading jewellery brand Tanishq has been subjected to vicious trolling by social media users over a new advertisement featuring a Hindu bride married into a Muslim household.
Several social media users, including members of India’s governing Bharatiya Janata Party (BJP), questioned the jewellery retailer for promoting “love jihad,” or a derogatory reference to interfaith couples with a Muslim husband and a Hindu wife.
The comments to the YouTube video were disabled after a barrage of critical responses from online viewers.
‘Love jihad’ is a term employed by many Hindu nationalists to describe a marriage between a Hindu woman and a Muslim man. Several high-ranking members of the BJP have alleged it to be a conspiracy of Muslim men to convert Hindu women.
Yogi Adityanath, the state chief of India’s Uttar Pradesh, was one of the earlier users of the term “love jihad” in public discourse. Several Indian states, including Uttar Pradesh and Karnataka, have even launched an official investigation into “love jihad” in the past.
Tanishq, owned by famous watch maker Titan, made more than $2.5 billion in retail sales last year, according to the company’s website.