Health

Flipkart criticized over Women’s Day message promoting kitchen appliances; issue apology

March 10, 2022
Bharat Times

The world celebrated International Women’s Day on March 8, 2022. We have seen various brands sharing Women’s Day-special messages as a part of their marketing strategy to impress their female consumers. One such initiative by e-commerce giant Flipkart went wrong when it was called out for sharing a message linking women to kitchen appliances. On Women’s Day, Flipkart sent out a message that read, “Dear Customer, This Women’s Day, let’s celebrate you. Get kitchen appliances starting at Rs.299. [sic]The message did not go down well with people on the Internet, who criticized Flipkart for being “sexist”.

It all started when a Twitter user took a screenshot of the message and posted it on his handle along with, “Can you spot the problem here?”

Read the tweet here:

Within no time the post grabbed public attention and said that Flipkart’s marketing strategy was aggressive. “It’s objectionable why women are being identified with kitchen equipment… only?? The whole world is ours Surely the kitchen isn’t our whole world!! No thanks!!” Wrote one.

Another comment read, “Women’s Day by promoting, maintaining and celebrating gender roles. If irony was the definition it should be.”

Flipkart took to its social media in no time to share an apology for its marketing misfire and wrote, “We messed up and we’re sorry. We didn’t intend to hurt anyone’s sentiments and woman shared earlier. Had to apologize for the message of the day.”

He is not everything. Twitter users shared several other examples where the brand linked women to kitchens and appliances, perpetuating negative gender stereotypes.

About Somdutt SahuInvestigator- Somdutt likes to call this himself. In the matter of food, people or places, she only wants to know the unknown. A simple aglio oleo pasta or dal-rice and a good movie can make his day.