Upset Hindus are urging Aveyron (southern France) based craft brewery Brasserie d'Olt to apologise and not use images of Hindu deities Lakshmi and Kali on its beer bottles and cans, calling it highly inappropriate.

Distinguished Hindu statesman Rajan Zed, in a statement in Nevada (USA) today, said that inappropriate usage of sacred Hindu deities or concepts or symbols or icons for commercial or other agendas was not okay as it hurt the devotees.

Zed, who is president of Universal Society of Hinduism, indicated that Maa Lakshmi and Kali were highly revered in Hinduism, and they were meant to be worshipped in temples or home shrines and not to be used in selling beer. Moreover, linking a deity with an alcoholic beverage was very disrespectful, Zed added.

Hinduism is the oldest and third largest religion of the world with about 1.2 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 noted.

It was deeply trivialising of immensely venerated Hindu deities Lakshmi and Kali to be portrayed on a beer label, Zed added.

In Hinduism, Maa Lakshmi is the deity of good fortune and beauty and is also known as ‘world-mother’. Maa Kali, who personifies Sakti or divine energy, is considered the deity of time and change.

These Indian Pale Ale organic craft beers come “from a tradition dating back to the 18th century, these beers, intended for British colonial troops based in India, were given a high bitterness and alcohol content…”. Their 12 packs are priced at 49.90 €. Mandala (33 cl,6.2% vol, 64 IBU, 25 EBC), which carries the image of Maa Lakshmi, is described as "refreshing organic blond beer with a subtle vegetal bitterness and herbaceous aromas". Imperial Mandala (33 cl, 8% vol., 90 IBU, 16 EBC), which carries the image of Maa Kali, is stated to be "A double IPA-style blonde with resinous notes and a lingering bitterness." Sébastien Blaquière is said to be the driving force behind Brasserie d’Olt (artisan brewery since 1998), whose tagline is "Drink less, drink better!", and which is headquartered in the Saint Geniez d’Olt et d’Aubraca commune in the department of Aveyron, southern France.