Patriotic profits? India’s war-themed merch divides opinion

NEW DELHI — Indian brands and entrepreneurs are scrambling to capitalize on public sentiment over the country’s recent conflict with Pakistan by launching war-related merchandise, applying for trademarks and vying to portray the fighting on cinema screens.

Markets have been flooded with patriotic memorabilia, such as clothes, mugs and tote bags, emblazoned with the words “Operation Sindoor” — the name New Delhi gave to its military operation — and quotes from India’s top military brass.

“Sindoor” has enormous cultural and emotive appeal for Indians, as it refers to the red powder or vermillion that married women apply to their hair, something they stop doing after becoming a widow. The name is an apparent reference to those widowed in a terrorist attack in Kashmir in April, which New Delhi accuses Islamabad of having supported.

In their bid to capitalize on the nation’s mood, businesses have attempted to trademark “Operation Sindoor.” The Indian government’s IP India website shows that as of Friday, 30 related trademark applications were listed. The segments that have seen applications run the gamut, ranging from food, cosmetics, clothing, chemicals and construction materials to education and entertainment. Among the applicants are corporations, small businesses and individuals.

The Bollywood film industry has also jumped on the bandwagon, with producers and actors dueling over who will bag the first rights to make a film titled “Operation Sindoor.”

Reliance Industries’ Jio Studios — owned by billionaire and Asia’s richest man Mukesh Ambani — filed for the copyright for a film with the title on May 7. However, it had to beat a hasty retreat after receiving a public backlash over its attempts to capitalize on the conflict, which led to the deaths of civilians and saw the nuclear-armed foes push through red lines established in previous clashes.

“Reliance Industries has no intention of trademarking Operation Sindoor, a phrase which is now a part of the national consciousness as an evocative symbol of Indian bravery,” Reliance Industries said in a statement. “Jio Studios, a unit of Reliance Industries, has withdrawn its trademark application, which was filed inadvertently by a junior person without authorization.”

T-shirt designs referencing “Operation Sindoor.”

While the reaction to Jio Studios’ action speaks to a discomfort in some quarters over how companies are trying to use “Operation Sindoor” to boost sales, others are snapping up the goods.

“Operation Sindoor isn’t just a military operation but a mission that brought pride to the country. There’s nothing wrong in selling merchandise related to it,” said Sukhjeet Singh, 45, an apparel retailer from Malviya Nagar, south Delhi. “Our stock of T-shirts and caps was running out within hours. We can’t keep up with the demand.”

Amar Gupta, 21, a Delhi University student who bought a dozen black T-shirts bearing “Operation Sindoor,” each priced at 500 rupees ($6), said donning such clothing shows “solidarity with our country.”

“I’ve bought T-shirts for my family as well as all my friends. It’s an excellent way of supporting our armed forces,” he said.

However, Maya Awasthi, 38, a Delhi-based housewife and daughter of an army officer, expressed disapproval of the merchandise.

“Our women have lost their sons, fathers and husbands in the brutal attack [in Kashmir in April] and you want to make money over such sentiments? The government should ban such sales,” she said.

Industry analysts were also critical of the phenomenon — called “moment marketing,” when brands rush in to make money off the topic of the day.

“Capitalizing on something as sensitive as war, in which dozens of Indians lost their lives, is abominable,” said brand consultant Bhadra Sinha, formerly product manager at Lintas ad agency. “It’s indicative of the brand’s moral and ethical erosion and is a commodification of public sentiment. It shouldn’t be done.”

The article appeared in the asia.nikkei