Kent RO systems took down an advertisement after it received a lot of backlashes.
An advertisement by Kent RO systems grabbed a lot of attention after one of their products was advertised in a classist way. It suggested that domestic help shouldn’t be kneading dough as their hands may be infected.
“Are you allowing your maid to knead atta dough by hand? Choose KENT Atta & Bread Maker for hands-free kneading of dough. Let automation take care of hygiene this time! Don’t compromise on health and Purity.” The ad read and was taken down from all social media platforms after receiving backlash.
People openly condemned this and were not pleased with the precedent being set here. Here are some reactions from Twitter.
“Do you knead atta dough by hand? You’re hands may be infected. Use…”
Works perfectly fine.
Someone at the agency would have come back with a half-baked research saying maids knead in 80 percent of the TG houses? Or is it simply being classist because no akal? https://t.co/PpUnykepkb
— V (@ivivek_nambiar) May 27, 2020
I presume #Kent Atta maker doesn’t want my business. Not only is it unfair to service demographics by assuming all are unhygienic, also assumes me or my husband do not knead atta. A great product bites the dust cos the Ad agency/Product Manager couldn’t see beyond their biases. https://t.co/lVCmjNG5Qp
— Avtar Dr Saundarya Rajesh (@SaundaryaR) May 27, 2020
Shameful and shockingly insensitive, classist and discriminatory copy @KentROSystems Deeply disappointing that a reputed company like yours should endorse such horrible regressive blatantly anti poor thinking! Which agency has written this trash????? Pls take down this ad! https://t.co/7tYz9kAkfF
— Swara Bhasker (@ReallySwara) May 26, 2020
The concept of pure and impure has been the marker of untouchability. Advertisement by Kent is casteist and classist The authorities of Kent should be booked under appropriate legal action because untouchability and it’s promotion is a crime#BoycottKent pic.twitter.com/QbN2CU7pYg
— Chamandeep singh (@bhukalbhuna121) May 27, 2020
The concept of “pure” and “impure” has been the marker of untouchability. This advertisement by Kent is casteist, classist and sexist. The authorities of Kent should be booked under appropriate legal action because untouchability and it’s promotion is a crime! #BoycottKent pic.twitter.com/F47oiLL3G0
— Damni Kain (@DamniKain) May 27, 2020
Mothers, chefs, and alot more workers in food industry are kneading aata for years. This particular insta post mentioning maids only showing your ignorance for the labour and poor class hardworking people.
kunt go purify yourself!#kentrosystem #Kent pic.twitter.com/D50ZkTaXcx
— Shri Ram Maheshwari (@maheshwarisr) May 26, 2020
The company issued a public apology for this badly articulated advertisement and assure that the company will take corrective measures to make sure it does not happen in the future.
Please accept our sincere apologies for having published the Ad of Kent Atta & Bread Maker. It was unintentional but wrongly communicated and it has been withdrawn. We support and respect all sections of the society.
Mahesh Gupta, Chairman
— Kent RO (@KentROSystems) May 27, 2020
Hema Malini, brand ambassador of Kent RO systems, was also tagged in many posts as people expected a reaction.