The police began looking into the matter after receiving a formal complaint from a local organisation about pictures of Lord Jagannath, Balabhadra and Subhadra being used on the garments. “We have launched our investigation after receiving a report from the Kalinga Sena”, the inspector in charge of Puri town police station, Alekh Chandra Pahi told Deccan Herald on Monday.

The matter has already become a major topic of discussion in the state’s cultural and religious circles. Several individuals and organisations including the BJD-BJP government in the state have condemned the act.

“If such garments are being sold by the website, the state government will definitely take appropriate action to stop that. The people should also come forward and stop buying these garments”, the state Law Minister, B B Harichandan said.

Describing the case as extremely sensitive, the Superintendent of Police (SP), Asit Panigrahi said it will be thoroughly investigated and if charges are proven, cases will be registered against the website under different sections of the Indian Penal Code (IPC).

The Orissa government has severely condemned the matter and urged the people to reject the merchandise.