“Dear Customer, This Women’s Day, let’s celebrate You. Get Kitchen Appliances from Rs. 299 (sic),” the message read.
Soon, people took to social media to slam the company for the “misogynistic” message.
“Epic Failure on Women’s Day by Flipkart – reducing women to the kitchen and making it sound like a favor!” one person tweeted.
“If Flipkart actually promotes home gym set up on women’s day, that would be a game changer but alas,” wrote another user.
Another person tweeted, “Flipkart on Women’s Day literally saying, ‘Go back to kitchen.'”
“Really ?? You could have used any other item from your eCommerce website but you chose to link Kitchen Appliances with Women’s Day? Slow Claps for that wonderfully “Shallow” thought,” Twitter user wrote.
Following the backlash, Flipkart issued an apology, tweeting, “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.”
This is not the first time that a brand is being called out for a “sexist” Women’s Day message.
Last year, Burger King in the United Kingdom wanted to draw the attention of people to the lack of female representation in the food industry. However, their approach fell flat.
“Women belong in the kitchen,” the brand’s first tweet read.
Though it was supposed to be a humorous tease for a campaign promoting a cooking scholarship for female employees, it did not go down too well with social media users who called it “sexist.”
Burger King then deleted the tweet and issued an apology, tweeting, “We hear you. We got our initial tweet wrong and we’re sorry. Our aim was to draw attention to the fact that only 20% of professional chefs in UK kitchens are women and to help change that by awarding culinary scholarships. We will do better next time.”