Communal tensions between Hindus and Muslims have been high in India since the colonial Partition of the Indian Subcontinent in 1947. However, in some moments, these tensions have led to a complete disdain for the other side.
This week, jewelry brand Tanishq released an advertisement that depicted a harmonious interfaith household where both Muslim and Hindu traditions were observed and even celebrated. This led to a major right-wing backlash and a more than 2 percent drop in the stock of Titan, the supergroup that owns Tanishq.The company finally decided to retract the advertisement, although pirated versions of it are still floating around the internet. This response from a corporation led by famous industrialist Ratan Tata drew subsequent liberal censure as a ‘spineless’ move at a moment where many non-governmental facets of society are becoming increasingly conservative and pro-government.
Since the 2019 re-election of Prime Minister Narendra Modi, these tensions have constantly been on the surface. Modi’s Party, Bharatiya Janata Party (BJP) is a Hindu-nationalist party that has, on many occasions, attempted to erase the Islamic traditions and past of the subcontinent and given a platform to overtly anti-secular politicians.
Ratan Tata and the case of the missing spine
— Rana Ayyub (@RanaAyyub) October 13, 2020
It’s a sorry affair that Tanishq has now removed an ad that showcased a Hindu-Muslim, inter-faith couple after people left disgusting, hateful comments and called for boycotting the brand.
It’s even more worrisome that we aren’t more outraged about this. It shouldn’t be normal.
— Andre Borges (@borges) October 13, 2020
In May 2019, the Muslim-majority states of Jammu and Kashmir were stripped of their autonomy and Kashmir was cut off from the Internet and other forms of communication. Then, in December 2019, the Citizenship Amendment Act (CAA), blocked Muslim refugees from Bangladesh, Pakistan and Afghanistan from being put on a “fast track” towards citizenship. This act catalyzed a series of riots and protests through the winter months before the pandemic hit in March.
Tensions have worsened since the pandemic, when Muslims have been accused of “Corona Jihad,” an outrageous claim that asserted that Muslims were intentionally trying to spread the virus. Pulling an ad that promoted cross-religious tolerance is just the latest symptom of a country that is becoming less and less open to religious diversity.
