Hindu nationalist groups argue that Urdu is a ‘Muslim’ language after clothing brand ‘FabIndia’ uses an Urdu word for a Diwali advertisement. The ad reads “Jashn-e-Rivaaz”.
“Jashn” in Urdu means a celebration while “Riwaaz”, which is actually “Riwaaj”, means tradition. The title translated to “A Celebration of Tradition”.
However, Hindu right-wing forces in India forced the brand to withdraw its festive season advertisement, accusing it of “hurting” the religious sentiments of Hindu’s.
Nivedita Menon, professor of comparative politics and political theory at International Studies School of Jawaharlal Nehru University (JNU) in Delhi, speaks to Radio Islam on Urdu being seen as a ‘Muslim’ language in India.