NEW DELHI: In a move reminiscent of campaigns against Amazon.com and other international corporate giants, hardliners in India took to Twitter to demand a boycott of the Hyundai Motor Company, this time over a post by the company’s Pakistani partner that expressed solidarity with the people of Indian-Occupied Kashmir (IOK) struggling for self-determination.

The South Korean automaker on Monday faced calls for a boycott of its cars from Indians incensed over the post from the Twitter, Facebook and Instagram accounts of Nishat Group, which commemorated the sacrifices of the Kashmiris on Saturday when Pakistan marked its annual Kashmir Solidarity Day.

Many social media users in India backed calls for a boycott, saying Hyundai must apologise for “being insensitive” to the country’s official position on the decades-old dispute. Dozens of Indians also threatened to cancel orders for Hyundai cars in order to “punish the company” while urging support for home-grown brands like Tata Motors and Mahindra & Mahindra.

The tweets in question were subsequently deleted from the Twitter account of Hyundai Pakistan.

The trouble over the social media post highlights the risks global companies face in India amid rising nationalism.

Responding to the furore, Hyundai’s India unit said it has a “zero tolerance policy towards insensitive communication and we strongly condemn any such view”.

“The unsolicited social media post linking Hyundai Motor India is offending our unparalleled commitment and service to this great country,” @HyundaiIndia said, adding that it stands firmly behind its “strong ethos of respecting nationalism”.

Ashwani Mahajan, an official at the economic wing of the Hindu nationalist Rashtriya Swayamsevak Sangh (RSS) group with close ties to Prime Minister Narendra Modi’s government, said Hyundai should clarify its position on Kashmir. “While not criticising @HyundaiPakistan Indian arm of @Hyundai_Global is not even saying that Kashmir is an integral part of India. Speaks tons about their commitment to India. Doesn’t this call for #BoycottHyundai?” he asked.

While Hyundai’s share fell 1.25 per cent on Monday, weakening more than Seoul’s benchmark index, the main factors behind the drop were concerns over record number of Covid-19 cases in South Korea, and ongoing worries that a global chip shortage could hit production and sales.

Reuters requested comment from Hyundai’s headquarters in Seoul and from Nishat Group, Pakistan’s largest business conglomerate, but did not receive any immediate response.

Published in Dawn, February 8th, 2022