When Hitler's Cross restaurant opened four days ago in a Bombay suburb, local politicians and movie industry types were on hand to celebrate beneath the posters of the Nazi leader and swastikas.
The owner insisted then - and still does - that the name and theme of his new eatery is only meant to attract attention, even if it has outraged Bombay's Jewish community.
"It's really made people very upset that a person responsible for the massacre of 6 million Jews can be glorified," Elijah Jacob, one of the community's leaders, told The Associated Press on Wednesday.
But owner Puneet Sablok has refused to back down, and apart from Bombay's 4,500 Jews, there's been little controversy in India, where Holocaust awareness is limited, Hitler is regarded as just another historical figure and swastikas are an ancient Hindu symbol, displayed all over to bring luck. There are just 5,500 Jews in all of India.
"It's just to attract people. There is no intention to hurt anyone," said Sablok about his spacious restaurant, which serves pastries, pizza and salad in Navi Mumbai, a northern suburb of Bombay.