While several brands celebrated International Women’s day with unique and innovative ideas to pay their tribute to women, Flipkart kind of didn’t get the memo.
The e-commerce brand apparently promoted kitchen appliances on women’s day and it obviously irked people. A Twitter user, Raj S, took to Twitter to share a screenshot of a message sent from the brand. The message was about a sale of kitchen appliances on the occasion of Women’s Day.
“Dear Customer, This Women’s Day, let’s celebrate You. Get Kitchen Appliances from 299,” read the promotional message from Flipkart. “Can you spot the problem here?” wrote a user sharing the screenshot of the message on Twitter.
Can you spot the problem here? pic.twitter.com/MVWA8so9p7
— Raj S || রাজ শেখর (@DiscourseDancer) March 8, 2022
This message created quite a ripple on social media where people criticized the brand for sending out a sexist message. Many even said how Flipkart’s marketing strategy was completely foolish and offensive for equating women with cooking and kitchens. Not just that, the company was slammed for perpetuating gender roles.
Why women are being identified with kitchen appliance..only ??
Whole world is ours & certainly kitchen is not our whole world!!
— Harmeet Kaur (@iamharmeetK) March 8, 2022
Finding offence in everything can be a profession in this century. I work in an industry perhaps one of most male dominated one. I don’t find any problem with this ad & I don’t mind gifting to my mother or one of my friend as they love cooking.
— Papiya Bose 🦋 (@bose_papiya) 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
The right place of a Woman is in her kitchen ..
Now celebrate the Women’s day 💃
— Mahua/ মহুয়া (@mahuadey20) March 8, 2022
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
As the criticism against the sexist message grew, Flipkart turned to social media to apologise for such a blunder. The e-commerce company wrote on Twitter, “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.
The company’s Chief of Corporate Affairs, Rajneesh Kumar, 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 that the company owned up to the mistake and were glad how the e-commerce brand apologised without further delay. Many hoped that this would change the mindset and mistakes like this would not be repeated by this or any other brands.
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