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Flipkart offers unconditional apology after outcry over messages promoting kitchen appliances on Women’s Day

The SMS marketing was not appreciated by the netizens and the company’s Women’s Day campaign backfired

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. 

Earlier on March 8, Flipkart had disseminated text messages saying - "This Women's Day, let's celebrate you. Get kitchen appliances from ₹ 299.”

Twitteratis called out this marketing campaign of the company termed it ‘Chad’ (Slang for muscular male).

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.

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.

For #EveryWoman

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