A Kent firm has stopped selling a swimsuit emblazoned with an image of Hindu god Ganesh - after being accused of "sacrilege" for stocking the product.

The gear featuring the religion's deity of wisdom had been on sale for £40 on the website of Waterpoloshop in Whitstable until today.

But the equipment, which was designed by Spanish brand BBosi, has been taken off the retailer's page amid claims it had caused "pain and upset".

Universal Society of Hinduism president Rajan Zed also called for the immediate removal of the garment from sale, urging Waterpoloshop to offer a formal apology.

"Sporting goods stores should not be in the business of religious appropriation, sacrilege and belittling a sacred Hindu deity," he explained.

“Lord Ganesh is greatly revered in Hinduism and was meant to be worshipped in temples or home shrines and not to be tightly wrapped around your body as a fashion statement or facilitate your perspiration or catch your body fluids.

“Inappropriate usage of Hindu deities or concepts or symbols or icons for mercantile or other agenda is not okay as it hurts our devotees.

“It was deeply trivialising of the immensely venerated Lord Ganesh to be flaunted like this.”

Mr Zed believes "symbols of any faith, larger or smaller, should not be mishandled".

He reasons this is because "faith is something sacred and attempts at trivialising it are painful to the followers".

The swimsuit shows the deity holding a holy pose.

Bosses from Waterpoloshop have confirmed today they have stopped selling the the controversial gear, and suggested responsibility falls to the product's designer.

The owner of the business, Pauline Millward-Hulme, said: “We have removed the sale of this product from our website.

"The design referred to is owned by BBosi.

"Please take this matter up with them.”

BBosi has been approached for comment.