50-Year-Old SK Salim, a motorcycle mechanic said his 'jihad' was to make bikes run better.
Tired of frequently being asked to explain their position on the increasing instances of Islamist terror in the world, a group of young Muslims in Kolkata have come up with what they think is the best answer - profiling the lives of ordinary Muslims to show that they are not different from others.
On their Facebook page, the group states its mission: "The core of this idea is that we Muslims are like people of other communities, no different. Peace-loving. Faithful to their country. Integrated with other communities."
The media propagates an image of the Muslim as radicals, without giving space to moderate voices explained the group's founder Mudar Pathereya, a communications expert.
"Between radicals of all communities, the liberals are the ones getting marginalized. It is easier for the radical Muslim to get heard, than for a liberal Muslim to get himself or herself heard," he said.
"This is the beginning of a fight back, where the liberal Muslim gets his or her voice heard," he added.
The campaign revolves around a reinvention of the mainstream understanding of the word jihad - for the group it simply implies "striving, persevering for an idea".
"People inevitably misuse the word jihad. Its meaning is very simple. It has a positive connotation. We have turned the word around and used it as a pivot to turn around the image of the community," Mr Pathereya said.
50-year-old motorcycle mechanic Shaikh Salim - who was profiled with a poster proclaiming his jihad is to make damaged motorcycles run smoothly - agrees.
"Most of us work very hard. Those who do this (indulge in violence) are wrong. Every Muslim should make it clear, we are not with terrorist. People force this on us and use our name," Mr Shaikh told NDTV.
Another member of the group Abdul Rahim, from the Sirri Saqti Foundation said, more and more people want to be profiled on their Facebook page, and there are already requests from some who want to start a similar initiative in their own cities.
"Unfortunately those (radicals) are the voices you hear since it's easy for them to get a platform. I think it is time that people who are liberal, universal and inclusive speak up. That's what this initiative is all about," he said.