A “Kashmir” tweet by its Pakistan unit has landed Hyundai in India’s line of fire

South Korean auto major Hyundai has had a rough couple of days in India with #BoycottHyundai trending on Twitter over the weekend. A social media post by the car maker’s Pakistani unit set off the row by wading into the long-running border row between the two countries.

On Feb. 5, which Pakistan annually observes as Kashmir Solidarity Day, the Hyundai Pakistan Twitter handle tweeted: “Let us remember the sacrifices of our Kashmiri brothers and stand in support as they continue to struggle for freedom.”

The tweet prompted Indian Twitter users to trend #BoycottHyundai, with some questioning the need for a global brand to meddle in politics.

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