Lord Ganesha and 'Aum' imprinted on the sole of flip-flop sandals, God Rama's image on sniff tissues, lunch boxes with images of goddess Kali and Durga -- the western world seems to be stamping its fascination for Indian deities and religious symbols on every commodity!

Is it crass marketing or the West's enchantment for our religious symbols or simply ignorance, which is finding a bizarre expression in the form of this latest fad?

Be it doormats, toiletries or beachwear, the moment these products have sketches of Indian idols, they become a rage in western markets.

"West's attitude is rather intriguing. On the one hand, they hold yoga, love for peace, sexual chastity and vegetarianism in high stead. All of these are closely associated with the Indian tradition," says Professor Anand Kumar, Head of Sociology Department, Jawaharlal Nehru University.

"However, on the other hand, they fancy products like footwear and doormats sporting pictures of our Gods. These parallel sets of fads are paradoxical. It could well be a marketing ploy," he adds.

"The western world has always been tremendously attracted to our religious beliefs. They feel there is an element of mystery shrouded around the concept of different Gods for a single religion. And this exerts a gravitational pull on them," says spiritual guru Sri Sri Ravi Shankar, founder of the Art of Living Foundation.

While there does not seem to be any deliberate intention to trivialise or demean our religious sentiments, the West nevertheless hurts sentiments, he adds. The trend has it that images of Indian deities have been printed on beachwear, paper napkins and footwear, followed by protests by the Indian community abroad.