Business sans bindi

Social media activist Shefali Vaidya first started a campaign #NoBindiNoBusiness way back in 2021.

- SANDEEP GOYAL

The movement was triggered by FabIndia's launch of its Diwali collection titled Jashn-e-Riwaaz. The campaign faced a huge backlash on social media over accusations of cultural (mis)appropriation and "de-Hinduisation" of Hindu festivals. In response to the uproar, FabIndia first clarified that the collection was not intended to be for Diwali alone but then quickly caved in and rebranded the offering as Jhilmil Si Diwali. Ms Vaidya's hashtag, meanwhile, gained massive momentum, with her video crossing two million views in no time.