A new retail clothing store called Hitler has managed to offend Jews worldwide and set off a diplomatic crisis. The owner of the store, Rajesh Shah, said he did not know that Adolf Hitler had killed six million people and offered to rename his store if he was compensated for re-branding costs.

The store is located in Ahmedabad, Gujarat, India and sells men’s clothing.

Orna Sagiv, a diplomat with Israel’s consular officer in Mumbai said: “I don’t think they have named the store out of malice, I think it’s just ignorance and insensitivity on their part.” She added that she was “really shocked” by the “insensitive” name and will raise the issue with her Indian counterpart.

There has been a steady increase in the number of Indian men who look fondly on Hitler and Nazi materials and items are being found in parts of India.

Shah says he spent 150,000 rupees ($2,700) on the branding of his store, including the logo and business cards and retail tags.

Hitler is not a mandatory lesson plan in India’s education system.

Read Florida local news here.