AHMADABAD, India -- The owner of the "Hitler" clothing shop in western India says he will remove the sign and rename his store after hearing people's complaints.

Rajesh Shah said Tuesday he had chosen the name in memory of his grandfather, a strict disciplinarian whom the family referred to as "Hitler."

The shop in Ahmadabad, the main city in Gujarat state, opened last month with a huge sign reading "Hitler" and a Nazi swastika inside the dot in the letter "i."

Shah said he received dozens of phone calls asking that he rename the shop. Israel's consul general in Mumbai had also asked state officials to intervene.

Shah says he didn't know about Hitler's history, but people in the city say the name was a marketing gimmick.

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  • An unidentified customer, left shows a shopping bag as Rajesh Shah, second left and Manish Chandani, second right, the owners of the clothing store named "Hitler" look on in Ahmadabad, India, on Tuesday, Sep. 4, 2012. (AP Photo/Ajit Solanki)

  • One of the two Indian owners of the Hitler clothing store - Rajesh Shah poses in front of his shop in Ahmedabad, on August 28, 2012. The owner of an Indian clothing store said August 29, 2012, that he would only change its name from 'Hitler' if he was compensated for re-branding costs, amid a growing row over the new shop. (PANTHAKY/AFP/GettyImages)

  • One of the two Indian owners of the 'Hitler' clothing store - Rajesh Shah - arranges clothing in his shop in Ahmedabad, on August 28, 2012. (SAM PANTHAKY/AFP/GettyImages)

  • One of the two Indian owners of the 'Hitler' clothing store - Rajesh Shah - poses with a visiting card at his shop in Ahmedabad, on August 28, 2012. (PANTHAKY/AFP/GettyImages)

  • One of the two Indian owners of the 'Hitler' clothing store - Rajesh Shah - poses in a t-shirt adorned with an image of Indian freedom icon Mahatma Gandhi, in front of his shop in Ahmedabad, on August 28, 2012. (SAM PANTHAKY/AFP/GettyImages)

  • In this Aug. 29, 2012, file photo, Indians walk past a clothing store named "Hitler" in Ahmadabad, India. (AP Photo/Ajit Solanki, File)