Upset Hindus are urging London based fashion label “Sera Ulger” (SULDN) for immediate withdrawal of swimsuit carrying images of Hindu deity Durga; calling it highly inappropriate.

The Universal Society of Hinduism has said that goddess Durga was highly revered in Hinduism and was meant to be worshipped in temples or home shrines and not to adorn one’s buttocks and crotch. Inappropriate usage of Hindu deities or concepts or symbols for commercial or other agenda was not okay as it hurt the devotees.

Hindu statesman Rajan Zed, who is President of Universal Society of Hinduism, also urged SULDN to offer a formal apology, besides withdrawing goddess Durga swimsuit, named as “Goddess Sherwali Swimsuit” and priced at £95.

“Hinduism is the third largest religion of the world with about 1.1 billion adherents and a rich philosophical thought and it should not be taken frivolously. Symbols of any faith, larger or smaller, should not be mishandled,” Rajan Zed added.

Zed further said that such trivialisation of Hindu deities was disturbing for the Hindus. Hindus were for free artistic expression and speech as much as anybody else if not more. But faith was something sacred and attempts at trivialising it hurt the followers.

Durga, highly worshipped Hindu goddess, is considered the savior of the world from evil. Moksh (liberation) is the ultimate goal of Hinduism.

Founded in 2013 and based in the heart of East London, Dalston; SULDN is reportedly the fashion label set up by Print Designer Sera Ulger. “Injecting the world with colour…” as its tagline, SULDN claims to enable “a unique attitude for the sassy girl we design for”. It describes its Goddess Sherwali Swimsuit as “an empowering design”.