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Upendra Bharti | HENB | Mumbai | April 24, 2022:: ‘Akshayya Trutiya is one of the most important Hindu festivals. On this day, according to tradition, a large quantity of gold is bought by Hindus all over the world. However, on this occasion, ‘M/S Malabar Gold and Diamond’ advertised the jewelery of actress Kareena Kapoor Khan without wearing ‘kumkum’ or ‘bindi’ on her forehead as kumkum or bindi is considered auspicious for the Hindu women for the long life and prosperity of their Husband and family. But, the establishment of Malaqbar Gold had a sinister plan to promote ‘Ramajan’ under the name of ‘Akshayya Tritiya’.
For this purpose, Malabar Gold tried to hurt the Hindu sentiment and tried to humiliate Hindu culture by flaunting the feelings of Hindu society. But the jewellery mart network was failed to apprehend, if the religious sentiments, culture and traditions of Hindus are not respected even during Hindu festivals, Hindus are ready to boycott their products.
To oppose Malabar Gold’s such attempt, Hindu Janajagruti Samiti launched a campaign on Twitter using the hashtag #NoBindiNoBusiness, and Hindus responded overwhelmingly to that trend. The very next day, Malabar Gold published a new advertisement of actress Tamanna Bhatia wearing Bindi removing its earlier advt of Kareena Kapoor-Khan without Bindi.
This is the result of organized protest by Hindus. The business houses want Hindus’ money, but not to honor Hindu culture-tradition. This trend will not work henceforth. If any concern or business house wants to run trade in India, it will have to respect Hindu culture. “Establishments should keep in mind that Hindu society will use weapon of boycott if Hindu culture is not respected”, warned the National Spokesperson of Hindu Janajagruti Samiti, Mr. Ramesh Shinde.
In this context, Hindu Janajagruti Samiti had organised an online special interaction called ‘Anti-Hindu propaganda during Hindu festivals?’ Advocate Satish Deshpande, a scholar of history and culture, who participated in the programme, said, “Since the leftist got sanctuary during the Congress rule, they have established anti-Hindu ideology in the society by setting up various universities. As a result, advertisements without tikli or kumkum are being aired today. This should be opposed practically”. At the same time, Srilakshmi Rajkumar, a journalist from Karnataka, said, “This is a ‘cultural jihad’ launched to erase the identity of Hindus. Today, in the Gulf countries, women journalists wear the hijab and cover the news. So, if we wear kumkum on the forehead in India, how can it be reactionary ? The science behind our religious practices should reach Hindus”.
On this matter, the Dharma-pracharak of ‘Sanatan Sanstha’ Mr. Abhay Vartak said, “Not only ‘Malabar Gold’, but also Tanishq, Fab India, Myntra, Javed Habib, Manyavar Brand and others have already made anti-Hindu advertisements. No advertisement is aired against Muslims or other sects because they are organised for protecting religion. Hence no one dares to issue advertisements against them. Hindus should fight a legal battle to protect their religion along with boycotting such products. Strict legislation should be demanded against this trend of humiliation of Hindu sentiments through advertisement and film industries.
Taking his twitter handle, Hindu interlocutor and Hindu Existence Editor, Upananda Brahmachari described the matter as ‘a great success for the Hindu Unity in a right direction’.
__Inputs from HJS Sources.
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