A Connecticut brewery says it will no longer use the name and likeness of Mohandas Gandhi on one of its beers following complaints that the marketing was offensive.
The New England Brewing Co. said that branding their popular IPA Gandhi-bot was never meant to be disrespectful, but the cartoon image depicting a robot version of Gandhi offended many, including Glastonbury State Representative Dr. Prasad Srinivasan.
"Gandhi is held in such high esteem, with such reverence," Srinivasan said. "In India, he is referred to as 'the father of the nation.' To use that person's image, that person's name for a product, we felt [it] was disrespectful, it was distasteful."
Earlier this month, the Woodbridge-based company apologized for the use of Gandhi's name in response to the complaints, saying they choose the name and image out of respect for the late leader. But after recent meetings with Indian-American business owners, temple leaders, and state leaders, they have decided to rebrand the brew.
In a statement, the brewery said, "We have begun the process of renaming and rebranding this beer which may take up to three months. Taking these steps will allow us to express our support for the Indian-American community, while also limiting any economic losses."
New England Brewing's statement said the beer itself will remain the same.
