New Delhi: The Vishwa Hindu Parishad (VHP) has launched a new campaign in Delhi on the occasion of Chhath Puja, distributing 'Sanatan Pratishtha' stickers alongside a pledge for a 'Jihadi-free Delhi.'

The organisation asserts that this initiative aims to offer devotees 'pure and certified' puja materials. However, observers view this as yet another effort by the Hindutva organisation to systematically boycott Muslim merchants.

In an interview with The Wire Hindi, Dr. Shamsul Islam, a distinguished historian and former professor at Delhi University, says, "All of this is being carried out to prevent any discussion regarding the real issues – water, electricity and housing – faced by the residents of Bihar living in Delhi, who are experiencing significant neglect."

Sanatan Pratishtha sticker: certification or weapon of boycott?

On October 23, Surendra Gupta, the provincial minister of VHP Indraprastha, announced that the organisation plans to establish stalls at various sites across all 30 districts of Delhi, offering "certified, pure and useful" puja materials.

Additionally, Hindu shopkeepers, hawkers, and street vendors will receive an official "Sanatan Pratishtha" sticker following a verification process.

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What criteria will this "verification" entail? Gupta clarified that it will be based on "shop/stall registration, identity and document verification and subsequent inspection by a local representative." The organisation claims that this measure is intended to guarantee "quality and purity."

The VHP will distribute these stickers to shopkeepers.

VHP's defence: 'Not against anyone'

Gupta claimed that this initiative is "not directed against anyone, but rather aims to safeguard our culture, traditions and Sanatan beliefs." He said that the organisation is operating "peacefully, legally and transparently" and holds "respect for all communities."

However, the history of the VHP shows that the true objective of such campaigns is to categorise merchants according to their religious identity. In July 2025, during the Kanwar Yatra, the organisation initiated a comparable 'Sanatani Certification' campaign, in which stickers were exclusively affixed to shops owned by Hindus.

What is the 'Jihadi-Free Delhi' plan?

In a discussion with The Wire Hindi, Surendra Gupta elaborated on the idea of a 'Jihadi-Free Delhi,' stating, "Those who pretend to care for Hindu sisters and daughters with the aim of Jihad, operate restaurants named after Hindu deities and partake in spit Jihad – all such actions that are categorized as Jihad – we will put an end to them.”

But how does selling Chhath Puja items equate to Jihad, and why shouldn't this be viewed as an effort to economically boycott Muslims? Gupta responded: "You may label it however you wish. Our stance is straightforward: if someone does not believe in our gods and goddesses, does not adhere to our religion, does not respect our idols and does not support our Jai Shri Ram slogan – what faith do they have in selling products during our festival? They should sell their goods elsewhere. They are willing to profit from us, yet their religion opposes these practices. How can this hypocrisy be justified?"

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The VHP's campaign extends beyond just festive shopping; its ambitions are more extensive. Gupta remarked, "This initiative is not limited to festivals. It is a year-round effort. We will also conduct similar campaigns outside our places of worship. We will inform customers that they should only purchase items after verifying the sticker."

Gupta clarified that over time, Hindus will also begin to buy everyday products based on this sticker, and any vendor selling to Hindus will need to secure a certificate from the Sanatan Pratishthan.

The phrase ‘Jihadi-free Delhi’ is not a novel concept. Hindutva groups frequently employ the term ‘Jihadi’ to target the entire Muslim population.

In September 2025, VHP and Bharatiya Janata Party (BJP) leaders in Indore publicly showcased ‘Jihadi-free market’ banners and expelled Muslim traders and workers from textile markets.

Eklavya Singh Gaur, the son of BJP leader and Indore MLA Malini Gaur, urged Hindu traders to dismiss Muslim employees – and market associations promptly complied.

History of systematic economic boycott

In recent years, numerous instances of economic boycotts targeting Muslim merchants by Hindutva organisations have been reported:

• October 2022: BJP Member of Parliament Parvesh Sahib Singh Verma called for a "complete boycott" of Muslims during a VHP meeting in Dilshad Garden, Delhi. He stated, "Do not purchase items from their stores, do not pay them wages."
• August 2023: In the aftermath of the violence in Haryana, the VHP and Bajrang Dal initiated a campaign aimed at economically isolating Muslim businesses and expelling Muslims from villages. Krishna Gurjar of Bajrang Dal warned, "Any shopkeeper who hires a Muslim worker will have boycott notices displayed outside his shop."
• October 2024: Following the violence surrounding the Sanjauli Mosque in Himachal Pradesh, calls led by the VHP were made to boycott Muslim merchants across the state, denying them employment and renting out property. A significant number of Muslim migrant labourers were compelled to leave the state.
• July 2025: During the Kanwar Yatra, the VHP commenced a campaign to affix "Sanatani" stickers on 5,000 shops in Delhi. Reports indicated that Muslim-owned shops were intentionally excluded from this initiative.
• June 2025: In Mangupura, Moradabad, VHP leader Swami Vigyanananda urged a boycott of Muslim barbers, fruit vendors and other small enterprises, claiming it was necessary to prevent the "weakening of the halal economy."
• July 2025: Hindutva groups in the villages of Paud and Pirangut, Pune, Maharashtra, closed down Muslim-owned bakeries, scrap yards, salons, and poultry shops. The owner of Roshan Bakery remarked, "Our family has resided here for 40 years, yet we are labelled as outsiders because my father's village is located in Uttar Pradesh."

Violation of law?

In April 2023, the Supreme Court directed that Indian states must initiate hate speech cases without the necessity of a formal complaint. In July 2025, the court stayed orders from the Uttar Pradesh and Uttarakhand governments that required dhabas and restaurants along the Kanwar Yatra route to display the names of their owners and employees, which was a clear effort to identify establishments owned by Muslims.

However, despite open calls from Hindutva organisations to boycott Muslims, the legal repercussions have been minimal.

Also read: Chhath Puja: A Celebration of Nature and Subaltern Culture

These campaigns also have repercussions for Hindus. In Pune, the shutdown of bakeries resulted in nearly 400 workers, both Hindu and Muslim, losing their jobs. The owner of Bharat Bakery remarked, “Five Hindu vendors who used to sell our bread door-to-door are now unemployed… It’s not merely a matter of religion; it’s about destroying our means of livelihood.”

Parallels with Nazi Germany

Many analysts have drawn parallels between this economic boycott and the boycott of Jewish businesses in Nazi Germany during the 1930s. Human rights advocate Harsh Mander has stated how, in Germany, the Nazis affixed yellow stars inscribed with the word 'Jude' (Jew) on Jewish shops to enable Germans to identify and boycott them. "In India, names often signify religion and frequently caste, making this a clear method to pinpoint Muslim-owned businesses."

Dr. Shamsul Islam remarks, "Although there are numerous similarities between the Nazi boycott of Jewish shops in Germany and the boycott of Muslim shopkeepers by Hindutva activists in India, there are also subtle distinctions. In Germany, Jewish enterprises were heavily regulated. However, in this case, the boycott specifically targets impoverished Muslims – those who sell fruits, vegetables, toffees, churan and second-hand clothing."

These individuals [supporters of Hindutva] are not opposing Muslims who import oil to India from Iran, Kuwait, Saudi Arabia, and the UAE. Uttar Pradesh Chief Minister Yogi Adityanath himself inaugurated a shopping mall owned by the Lulu Group, a billionaire Muslim businessman based in the UAE, M.A. Yusuf Ali.

Translated from Hindi by Naushin Rahman. To read the original article on The Wire Hindi, click here.

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