Journalism of Courage
This is an archive article published on March 9, 2022
Flipkart slammed for kitchen appliances message on Women’s Day, apologises
"We messed up and we are sorry," Flipkart wrote. "We did not intend to hurt anyone's sentiments and apologise for the Women's Day message shared earlier," it added.
After drawing flak online the e-commerce company apologised on Twitter.
To mark International Women’s Day this year, celebrations around the world were themed around “Break the Bias”. However, in India, Flipkart landed in a soup after sending a message on the day reinforcing the stereotype that women belong in the kitchen.
For women’s day, the e-commerce company decided to give a discount on kitchen appliances that was dubbed as sexist by many online. “Dear Customer, This Women’s Day, let’s celebrate You. Get Kitchen Appliances from ₹299,” a promotional text message from the company said.
Soon after Flipkart’s discount message, netizens pointed out the bias.
“Can you spot the problem here?” wrote a user sharing the screenshot of the message on Twitter. “Flipkart on Women’s Day literally saying, ‘Go back to kitchen’,” another said. “Celebrating Women’s Day by promoting, perpetuating and celebrating gender roles. If irony had a definition this should be it,” another commented.
Celebrating Women’s Day by promoting, perpetuating and celebrating gender roles. If irony had a definition this should be it
— VJ (@VJ290481) March 8, 2022
It’s offensive
Why women are being identified with kitchen appliance..only ??
Whole world is ours & certainly kitchen is not our whole world!!
No thanks!!— Harmeet Kaur (@iamharmeetK) March 8, 2022
Flipkart on Women’s Day literally saying, “Go back to kitchen” pic.twitter.com/pRKFRY9uh6
— Bihari Bengalurean एकमेवाद्वितीयम (Àj) 🇮🇳 (@Ekamevadvityam) March 8, 2022
Why did the person sending this notification feel that only kitchen appliances will be appropriate?!!!
Such a shame @Flipkart .— Anirban Sadhu (@dstanisad) March 8, 2022
Women = Kitchen Appliances?
— Shekhar Bandaru (@BandaruShekhar) March 8, 2022
As many slammed the company for failing to recognise the various roles women take up in real life and choosing to promote stereotypes, Flipkart issued an apology on Twitter. “We messed up and we are sorry,” Flipkart wrote. “We did not intend to hurt anyone’s sentiments and apologise for the Women’s Day message shared earlier,” it added.
Rajneesh Kumar, the company’s Chief of Corporate Affairs also tweeted saying, “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.”
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. This is who we are really: https://t.co/f66J0uufhW https://t.co/XkaiF2RmjV
— Rajneesh Kumar (@rajneeeshkumar) March 8, 2022
Many were glad the company apologised and hoped that such mistakes will not be repeated in the future.
No you are not.
It was clearly a deliberate move.— Ra.0 (@raobott) March 9, 2022
Atleast you know how to say sorry… Appreciate! Thanks for not indulging in whataboutery
— Masala Chai (@masala_chaii) March 8, 2022
This is why i always say "Marketing is one of the most essential function of any business"
It can backfire, if not done appropriately. Beware. https://t.co/GdMHaM27rL
— Rajat Gurnani (@rajatgurnanica) March 9, 2022
Learnings:
Story continues below this ad1. Don't be too desperate to connect marketing/sales with every event.
2. A simple appreciation/congratulations/felicitation message can also do. You don't have to sell all the time.
3. Apologise when you are wrong.
4. Don't repeat, else the apology meant nothing. https://t.co/EBkrI45hUf— Harshdeep Rapal | Upepo (@harshdeeprapal) March 9, 2022
Marketing folks need to get over the fomo to associate with special days – their desperation ends up with no understanding and little nuance. These are self goals. https://t.co/3bxov5QdGO
— raja ganapathy (@ganraja) March 9, 2022
Bade bade deshon mein aisi choti choti baatein hoti rehti hai. ♥️ https://t.co/eCnJiEBRpT
— C Vikram Simhan (@vikramc16) March 9, 2022
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