The Jewish community in the western Indian city of Ahmedabad is less than enthused about a clothing store named "Hitler" that recently opened in the posh neighborhood of Vastrapur.

"In the city of Mahatma Gandhi and non-violence, how can anyone celebrate a person like Hitler who is known to have murdered millions of unarmed ordinary civilians?" said Friends of Israel member Nikitin Contractor.

But co-owner Rajesh Shah says he was caught off-guard by the backlash, particularly since no one complained when they put up a banner announcing "Hitler opening shortly" and kept it up for over a month.