An Indian American food brand has found itself in some hot water over packaging. An Indian food brand based in New York has come under fire online after users noticed that the idol of Goddess Laxmi had been removed from its packaging.
Laxmi is an established Indian food brand with a long history of providing authentic South Asian ingredients, snacks, and culinary products to global markets. The brand’s roots trace back to the early 1970s, when Mr. G. L. Soni founded what would become a flagship South Asian food name in the United States under the parent company HOS Global Foods, originally known as House of Spices. The brand’s mission from the beginning was to help South Asian immigrants recreate the tastes of home by making traditional spices, rice, dals, and other staple foods readily available across North America.
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Over decades, Laxmi expanded its product range and became one of the most recognized South Asian food brands in the U.S., celebrated for its cultural connection, quality, and community resonance.
The controversy began after a post went viral on X, where the account of an Indian American, known for highlighting issues related to Hindu Americans, called out the brand for the sudden change.
In 2020, the brand officially introduced a new logo and visual identity, which was showcased in an official brand video. The refreshed logo represents the company’s values of hospitality, abundance, and authentic South Asian culinary traditions. The rollout was presented in multiple languages, including English, Hindi, Punjabi, and Urdu, signaling a coordinated effort to reach the diverse global South Asian community and what seemed to be an effort from the brand to reportedly avoid offending consumers sensitive to religious symbols in multicultural markets.
The account criticized the brand for replacing the long-standing logo featuring the deity with what it described as a “meaningless, confusing illustration.” “Did you remove it to get buyers who think Laxmi offends them?! Bring her back!” it concluded.
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Laxmi’s evolution—through product expansion, branding, and the 2020 logo update—illustrates how ethnic food brands maintain cultural heritage while modernizing their image for global markets.
Companies are increasingly reevaluating how to present their products in multicultural contexts, aiming to avoid unintended offense while staying true to their roots. Yet, even well-intentioned changes can trigger strong responses, showing that community engagement and communication are critical when making adjustments that touch on cultural symbols.