Kolkata: Buckling under pressure from Muslim religious groups and other sections, the Shah Rukh Khan-owned Indian Premier League (IPL) team Kolkata Knight Riders announced they were putting on hold their association with innerware brand Lux Cozi.

KKR had drawn flak from various sections for associating with the innerware brand owned by Ashok Todi, an accused in the suicide case of Rizwanur Rahman - a Muslim computer teacher who had married Todi's daughter Priyanka.

"Respecting the sentiments of Kolkata and people of Bengal, both Lux Industries and KKR have decided to put their association on hold until issues are resolved and the sensitivities of the aggrieved group are adequately addressed," the team said in a release. A KKR official said with the deal off, the players' jerseys will not sport the logo of the innerware brand.

"In terms of advertisement, merchandising, and branding of uniform, which were the outcome of the tie-up, none of them will now happen," the official said. "Shah Rukh Khan's endorsements of the company's products will also stop. And the advertisements will be taken off the media," he said.

"As for merchandising, some pants, cricketing gear and T-shirts have already been sold out. We will put a stop to all orders which were supposed to hit the market in the coming days," he said. As per the contract, the innerwear brand was to be associated with KKR's apparel merchandising, while the company had also roped in Shah Rukh as its brand ambassador.