Strongly protesting the use of Hindu deity's image allegedly by an American website to market its products, the Orissa government on Monday said it would take up the matter with the US embassy.

"We will certainly protest this and also ask the Centre to initiate appropriate action in this matter," Orissa's Law Minister B B Harichandan said.

The minister's reaction came a day after a group in Puri filed an FIR against the e-shopping website, accusing it of hurting religious sentiments by using Lord Jagannath's image in the advertisement of undergarments.

The "mischief" played by the website had severely hurt the sentiments of Hindus. The state would like to ensure that strong actions were taken against those indulging in practices that amount to incitement of religious tension, he said.

Sources said the police had already registered a case against the website.

"We are now examining what best can be done to prevent such incidents," said Puri district Superintendent of Police, Asit Panigrahi.

The website has a range of apparel products using different images of Hindu gods like Jagannath, Balabhadra, Subhadra, Laxmi, Hanuman [Images].

"The website had also tried to insult India as a nation by displaying Indian National Flag, Mahatma Gandhi [Images], Jawaharlal Nehru and other respected persons in underwear," said Rathindra Mishra, an advocate in Puri.