The co-founder of an Australian brewery is appealing for Australia's Hindu community to help find an amicable solution to redesign one of its ginger beer labels.
Jaron Mitchell, from Brookvale Union, a brewery based in Sydney's northern beaches, told SBS Hindi, “I am imploring, someone (from the Hindu community) please come forward and do the work with us so that we can actually get to a solution.”
The appeal comes after yet another petition against the beer company. This time the bone of contention is the label with figures that appear to resemble Hindu deities.
The short teaser on the company’s website points to the logo and says, "Quality on the inside. Nonsense on the outside."
Many people have expressed their anger against on social media with some appealing to India's Prime Minister and Ministry of External Affairs to take action.
A petition on Change.org is asking the company to "stop making fun of Hindu Deity and Hindu religion, change the logo".
Mr Mitchel, however, says the label is being misinterpreted.
“We are in fact making fun of ourselves with the word nonsense," he said. "They are joining the three dots together that actually is not true at all. It has nothing to do with the gods. ”
The petition, which has been signed by over 3,000 people, reads, "Hindus worship Lord Ganesh. The logo of Brookvale Union is making fun of Hindu Lord Ganesh. And on their website, https://brookvaleunion.com.au/about/, it is clearly mentioned that outside is nonsense which is unacceptable for Hindus. Please stop making fun of Hindu Deity and Hindu religion, change the logo."
However, it is not the first time the brewery is facing criticism for its products. In late 2013, the company was criticised for similar ginger beer packaging which featured the Hindu gods of Ganesha and Lakshmi edited into one on the label of an alcoholic ginger beer. The Indian Australian Association of New South Wales said the imagery - which also featured an animal regarded as sacred in India - was offensive to followers of the Hindu faith.
At the time, Brookvale Union apologised and announced the label would be redesigned. The design was altered, however, according to some, the symbolism still depicted Hindu deities.
Brookvale Union says had consulted some members of the Indian community to make the changes.
“We consulted with the community and made suggested changes,” says Mr Mitchel emphasising that the head of Indian elephant was replaced with African elephants among other things.
However, as the company faces criticism, Mr Mitchel says he has offered to have a conversation with someone who is willing to sit with his team to make the changes.
“The offer is still open. Then we can have a good collaborative, constructive conversation and work together as opposed to people online just saying that is not good enough.
"The offer is open to not just the Hindu community but anybody who is willing to take that up.”
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