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The January cover of the international edition of Fortune magazine has drawn a bit of condemnation over its depiction of Amazon CEO Jeff Bezos as Lord Vishnu, a revered god of Hinduism.

The magazine’s piece, titled “Amazon Invades India,” promises the “inside story” on how Bezos “aims to conquer the next ‘trillion-dollar market’.” The cover art was done by Sydney, Australia-based illustrator Nigel Buchanan, whose clients have included the New York Times, Wall Street Journal, Time and MTV.

Anil Dash, an entrepreneur and writer, drew attention to the cover a couple of days after its release. In a series of tweets he expressed displeasure with the magazine’s illustration choice, what he sees as a connection that the headlines make to colonialism, and the magazine’s editorial decision-making process in general.

Alan Murray, the editor of Fortune magazine, did respond to Dash with a tweet of his own on Saturday.

On Monday, Rajan Zed, a Hindu statesman out of Nevada, issued a news release in which he said Hindus were upset over the cover because it “trivializes their venerated deity.” Zed’s statement said, “Lord Vishnu was a highly revered major deity in Hinduism meant to be worshipped in temples or home shrines and not to be used indecorously or thrown around loosely in reimagined versions for dramatic effects.”

Zed added that “humor was a part and parcel of Hindu society, but there were certain convictions in every tradition, which were venerable and not meant to be taken lightly” and he went on to say that “Hindus welcomed media to immerse in Hinduism” but to take it “seriously and respectfully.”

Update, Tuesday evening: Fortune editor Alan Murray issued an apology on the magazine’s website on Tuesday night, which read, “The cover of Fortune’s January 2016 international edition featured an illustration of Amazon CEO Jeff Bezos as a Hindu deity. Neither the artist nor the editors of Fortune had any intention of parodying a particular deity or of offending members of the Hindu faith. It is clear that we erred and for that, we apologize.”

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