Flipkart Says ‘We Messed Up’ After Twitter Slams Them For Women’s Day Message Promoting Kitchen Appliances
Women have always been told that their place is in the kitchen. While we have managed to make our way outside of it, there are lots of women out there who are still stuck in the kitchen due to a lack of access and opportunities. And that’s exactly why the world is still talking about feminism and woman empowerment. But gender stereotypes are still a huge part of our society and we’ve got proof. On Tuesday, March 8, on the occasion of International Women’s Day, e-commerce platform Flipkart shared a marketing message promoting kitchen appliances. The e-commerce platform faces severe criticism after a screenshot of this message was shared on Twitter by a user. And now, Flipkart has put out an apology for reinforcing negative stereotyping of women.
Taking to Twitter, the e-commerce giant shared an apology which read, “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.”
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. pic.twitter.com/Gji4WAumQG
— Flipkart (@Flipkart) March 8, 2022
This move came after Flipkart faced backlash for stereotyping women by promoting kitchen appliances on Women’s Day. The e-commerce platform shared a message with customers that read, “Dear Customer, This Women’s Day, let’s celebrate You. Get Kitchen Appliances from ₹299.” This message was shared on Twitter by a user. Soon after netizens began pointing out that Flipkart’s marketing strategy was not only offensive but it also promotes the ideas that kitchen and cooking is a woman’s job.
Can you spot the problem here? pic.twitter.com/MVWA8so9p7
— রাজ শেখর (@DiscourseDancer) March 8, 2022
Take a look at how Twitter reacted to the marketing message.
Why women are being identified with kitchen appliance..only ??
Whole world is ours & certainly kitchen is not our whole world!!
— Harmeet Kaur K (@iamharmeetK) March 8, 2022
Same patriarchy! Appliances, make up, pink products!
— Sesha Ramakant Bansal (@Seshakant) March 8, 2022
We never get such offer on men's day for even a razor?!!!
— Maverick21 (@PVM_09) March 9, 2022
Lol …and that all the women in the world have been waiting to buy that toaster on Women's Day.
— Sakshi Narula (@mssakshinarula) March 8, 2022
Celebrating Women’s Day by promoting, perpetuating and celebrating gender roles. If irony had a definition this should be it
— VJ (@VJ0429R) March 8, 2022
Wow..women's celebration is connected to kitchen only..we'll done pic.twitter.com/peauCCVxDR
— Neha (@NehaaCC) March 8, 2022
Like really!!! We talk about women empowerment but still we all are stuck at stereotypes that women are just limited to kitchen. This is so sexist.
— Caesar Roosevelt (@CAESAR71288426) March 9, 2022
celebrating women's day by assuming women are made for kitchen only !
patriarchy is so internalised. https://t.co/mQMBAFqbzD
— Vikas Patel (@vikas_sgh_) March 9, 2022
It’s a shame that Twitter had to call out Flipkart for their sexism before the e-commerce platform realised its mistake.