On Wednesday, March 9, e-commerce platform Flipkart apologized for a marketing misstep promoting kitchen appliances on International Women’s Day. On March 8, Flipkart shared posts to promote kitchen appliances on Women’s Day. The message read: “Dear customer, this women’s day, let’s celebrate it. Get kitchen appliances from ₹299”. This promotion reinforced negative stereotypes about women being confined to the kitchen. The e-commerce platform has been heavily criticized for its marketing strategy, as many netizens have found it offensive to equate women with cooking and cooking.
Following the backlash for her Women’s Day post, Flipkart tweeted an apology stating “We messed up and we’re sorry.”
We made a mistake and we are sorry.
We didn’t mean to hurt anyone’s feelings and apologize for the Women’s Day post shared earlier. pic.twitter.com/Gji4WAumQG
—Flipkart (@Flipkart) March 8, 2022
He further added, “We did not intend to hurt anyone’s feelings and apologize for the Women’s Day message shared earlier,” he added.
On Wednesday, Flipkart spoke about how the company supports women, saying it believes “quality is a resounding emotion that is reflected in everything we do.” A video posted by the e-commerce company on Women’s Day shared a message that read, “Flipkart is a safe and supportive place for women to create, lead, belong and rise.”
The United Nations on its website has provided gender-neutral language guidelines which state: “The use of gender-neutral language means speaking and writing in a manner that does not discriminate against one sex, gender particular social status or gender identity, and does not perpetuate gender stereotypes. According to the UN, language plays a key role in shaping cultural and social attitudes, using gender neutral language is a powerful way to promote gender equality and eradicate gender bias.
International Women’s Day
Every year, March 8 is observed as International Women’s Day to promote women’s rights and honor their achievements in the economic, political, cultural and social spheres. Many socialist movements observed in the early 20th century shaped the origins of International Women’s Day. In 1977, the United Nations decided to celebrate Women’s Day across the world. This day is seen as a reminder of the courage and determination of women, further aided by the second and third waves of feminism. Every year, the UN celebrates the day based on different themes centering on women’s rights and issues. The theme for this year’s International Women’s Day was: “Gender Equality Today for a Sustainable Future”.