Could there possibly be a worse name?

By Burt Alper

October 8, 2007

That’s what I’m asking myself, after hearing about the new “Nazi collection” of bedspreads being offered in India by home furnishings entrepreneur Kapil Kumar Todi. Todi claims the name Nazi “just came to him” and is meant to be an acronym for “New Arrival Zone of India” (whatever the hell that’s supposed to mean). Todi’s even emblazoning a swastika alongside his new brand name (talk about a logo with emotional associations). Now it’s true the ancient swastika was an Indian symbol long before the Nazis usurped it. In fact the word swastika comes from the Sanskrit “svástika.” But to pair it with the brand name “Nazi,” however “innocently” . . . well, you don’t need a team of naming specialists to do better than that.

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