Appliances firm Kent RO on Wednesday apologised and withdrew a controversial advert after social media users called out the company for its "classist" marketing. In an attempt to market its atta maker, the company had recently released an advert, which suggested that people should not allow maid to knead dough since their hands “may be infected”.
The ad read: “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.” However, it proved a perfect example of how not to market a product as social media users began labelling the company as "racist, classist and casteist".
As criticisms mounted on social media, Kent RO withdrew the advert and issued an apology. "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 It was unintentional but wrongly communicated and it has been withdrawn.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," a press statement released by company chairman Mahesh Gupta read.