Aditi Shah

NEW DELHI (Reuters) – Global automaker Toyota Half a dozen Indian companies have apologized to India for posting social media messages from Pakistani partners that expressed support for the disputed Kashmir.

After a diplomatic spat between India and South Korea on Tuesday, the apology follows a scandalous social media post by Hyundai Motors Pakistani Partner. This caused a stir in India and called for boycotts of Hyundai Motors.

Japan’s Suzuki Motor is majority owner of India’s largest carmaker Maruti Suzuki. It also owns Honda Motor, Isuzu Motor and Honda Motor. South Korea has Kia Motors, and Yum! KFC issued an apology to Brands (NYSE 🙂 as Twitter (NYSE 🙂 grew in criticism over social media posts.

Global companies are now being forced to make changes to their social media strategies to safeguard their reputations as they navigate the rising nationalism in South Asia.

After several companies shared messages via social media on Kashmir Solidarity Day (February 5th), the dispute erupted after the Pakistani government commemorated Kashmiris’ sacrifices in self-determination.

India and Pakistan, arch-rivals in Pakistan, control areas of Kashmir. However both countries claim full Himalayan land.

India accuses Pakistan of supporting an insurrection against New Delhi in Kashmir-controlled Kashmir. This insurrection broke out in 1991. Pakistan refutes the allegations and claims it is only providing moral and diplomatic support to Kashmiri citizens.

Toyota, world’s largest automaker, posted on Twitter that it did not authorize any statements from its dealers or partners regarding politics and they do not reflect the company’s corporate position.

The company stated that it regretted any harm caused and was taking steps to avoid misuse of the brand.

Suzuki also issued an apology. He stated it was not in line with any political or religious group.

The most harsh backlash was experienced by Hyundai India, the second largest car seller in India. Hundreds of people on social media called for an apology. Several Indians also announced that they will cancel any car orders. On Tuesday, the automaker apologized and said it was deeply sorry for any offense caused to Indians.

But, in protest of this decision, many youth members of India’s Congress party rallied in front of one of Hyundai’s dealerships in Ahmedabad.

Others held signs that read “Boycott Hyundai” to demand the company’s tweet about Kashmir as an integral part India.

Gaurang Makvana of the Youth Congress said, “We protest against Hyundai’s comments about Kashmir, its attempts at disturbing the peace in India, and for the sacrifice our troops have made to defend Kashmir and the Nation,”