Leading online retail company, Flipkart, took to social media to apologise for hurting the sentiments of people. The platform did so after inviting the wrath of netizens for sending out promotional messages on March 8, Women’s Day, inviting users to buy kitchen appliances.
Netizens associated the marketing with gender stereotyping and took to multiple social media platforms, Twitter, Instagram, among others to vent their frustration and disappointment with Flipkart’s messaging. Internet users found this message to be spreading stereotypical narratives among the consumers.
The public outcry led to the online retailer issuing an unconditional apology for its mistimed and ill-thought communication.
“We messed up and we are sorry. We did not intend to hurt anyone's sentiments and apologise for the Women's Day message shared earlier,” Flipkart’s apology read.
We messed up and we are sorry.
We did not intend to hurt anyone's sentiments and apologise for the Women's Day message shared earlier. pic.twitter.com/Gji4WAumQG
Further, Rajneesh Kumar, Chief Corporate Affairs, Flipkart group, quoting the apology tweet said, ”Actually, for us at @Flipkart, equality is a resounding emotion that reflects in everything we do. #EveryWoman deserves a place to lead, grow and achieve her dreams.”
While a lot of people called out Flipkart for the text message, many people also came out in the support of the company saying they don’t find anything wrong in the message.
What's wrong in the ad? If you don't cook at home, that's your problem. But 90% women in India cook their own food 'atleast'. So promoting kitchen products to 90% Women isn't patriarchy or discrimination, it's common sense. pic.twitter.com/DmlA1g1xVJ
Why did Flipkart have to apologise? Why are modern women suddenly ashamed of working in the kitchen? Isn't cooking food for their families an act of love? Or have they lost the art of loving others in this trendy fad of self-love? pic.twitter.com/Eux3Na7H5l
The SMS campaign also sparked a debate on the internet as to why only women be should be considered as buyers for kitchen appliances.
Earlier, Flipkart had launched a campaign for International Women’s Day highlighting the role of women in different setups right from home to boardrooms. Saluting the spirit of women and boosting their morale, the film included women from different backgrounds.
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