Sharwoods say they will continue using the name Bundh on a new range of curry sauces even though the name translates as arse.

Sharwoods promised the deliciously rich sauces based on a traditional northern Indian method of cooking would change the way consumers make curry.

But it failed to foresee that the nearest English translation to bundh in Punjabi means arse, reports the Media Guardian. Despite getting calls from Punjabi speakers pointing out the gaffe Sharwoods’ owner Centura Foods is sticking with the name. —Ananova