Recently, actress Alia Bhat was involved in a controversy because she questioned the concept of Kanyadaan in a recent advertisement by Manyavar Mohey. Mohey of the Manyavar house is tasked with defining women's ethnic clothing. The brand provides a variety of stunning Lehengas, beautiful Sarees, Suits, and Gowns while adhering to the basic principles of its parent brand, Manyavar. Mohey, like Manyavar, offers a collection for every event, culture, and location. One of Manyavar's recent commercials claimed the Hindu tradition of Kanyadaan to be regressive. It claimed that Kanyadaan is oppressive and rather than this, people should start following 'Kanyamaan'. According to them, the new concept of Kanyamaan will give the traditions a new and modern spin and respect the brides rather than giving them away.