The Kashmir Chamber of Commerce and Industry (KCCI) on 23 April 2014 asked private telecom company, Idea Cellular to immediately withdraw its controversial advertisement on Pashmina Shawls. KCCI in its legal notice has asked the company to publish and telecast apologies at prime time as many times this advertisement has been telecast by it.
A compensational penalty of 400 crore rupees has been imposed on Idea Cellular. The KCCI has sought a penalty of 300 crore rupees for the loss of business and reputation and nother 100 crore rupees for suffering pain and agony.
KCCI lawyer, Azharul Amin has sent the notice to Chairman of Aditya Birla Group Kumar Mangalam Birla and Idea Cellular through Chief Corporate Affairs Officer Rajat Mukharji.
Earlier, the advertisement was termed as wrong and misleading by the chief Minister of the state, Omar Abdullah.