Thursday, April 15, 2021
Home News Reports Netizens outrage after Scotch-Brite says it will remove 'regressive' bindi in new logo

Netizens outrage after Scotch-Brite says it will remove ‘regressive’ bindi in new logo

The social media user and marketing executive Karthik Srinivasan who wrote the original LinkedIn post later took to Twitter to clarify that he did not mean the wearing the bindi as 'regressive'.

A controversy has erupted across social media platforms after a LinkedIn user and marketing executive pointed out the ‘gender marker’ logo on the packaging of the cleaning product Scotch-Brite.

Karthik Srinivasan, who claims to be communications strategy consultant, recently took to LinkedIn to call out Scotch-Brite for their logo which stereotyped gender roles. Pointing out at the vector image of a woman with a bindi, Srinivasan pointed out that how some of their products did not carry the same logo, while other products like scrub pad/sponge, brush, brooms, bathroom wipes, stainless steel scrubs, toilet brushes carried it.

In his LinkedIn post Srinivasan said that Scotch-Brite’s logo features a ‘vector image of a woman with a bindi’ and added that he understood that back in 1990 the ‘period was different’, but in 2020 ‘such gender markers seem awkward and out of place’.

Image source: LinkedIn

While Srinivasan talks about gender stereotype in logo, he mentions how the woman in logo is ‘Indianised’ with a bindi on her forehead. “While searching for the logo’s history (there wasn’t any that I could find), I also found 2 other logos of Scotch-Brite on logo websites that may or may not be older, official versions of the brand’s logo. But what was interesting about them was that they had this vector addition without the bindi/dot, that differentiates it as ‘Indian’. The first one seems like a ‘Western’ woman, while the 2nd one is closer to what we currently see in the Indian version of the logo, but with the bindi,” he writes in his post.

Following Karthik Srinivasan’s long post on the issue, Atul Mathur, who is the Head of Marketing – Consumer Business of 3M India responded to the controversy and thanked Srinivasan for his “insightful comment”.

“I head marketing in 3M India for our Consumer business. You have correctly surmised that this is a legacy vector, and that it is undoubtedly time to move on from regressive beliefs,” said Mathur. From his post, it is not yet clear whether he meant the gender stereotyping was regressive or the ‘Indianising the logo with a bindi’ was.

He concluded the post by saying, “I am pleased to inform you that you will see the logo change a few months down the line.”

Imate Source: Free Press Journal

The statements by the 3M India’s Head of Marketing Atul Mathur, however, created a storm on social media platforms after he called Hindu practise of adorning Bindi on forehead was a ‘regressive practise’. Netizens lashed out at the brand for ‘insulting Hindu women’.

Activist and Author Shefali Vaidya took to Twitter to slam the 3M India for insulting millions of Hindu women and said that she never bought your products ever.

Shefali Vaidya’s tweet

Smita Barooah also pointed how 3M India’s statement terming Hindu women ‘regressive’ was out of line and sync with Indian culture and norms.

A social media attacked the company stating that hope the female employees of the 3M India did not wear Bindis to work at your manufacturing units or perhaps not employed by them at all.

They also noted how 3M has women as part of their logo internationally but only found Hindu women wearing Bindi as a regressive practise.

The social media user and marketing executive Karthik Srinivasan who wrote the original LinkedIn post later took to Twitter to clarify that he did not mean the wearing the bindi as ‘regressive’.

He explained that he meant that gender stereotyping was regressive. Srinivasan claimed he pointed out the bindi in Indian logo as logo of other countries did not have that. Netizens pointed out that the gender stereotype could have been pointed out without specifying the bindi as it was quite evident the logo had a woman. He then claimed it was necessary to point out bindi-wearing logo for ‘gender disparity’ as woman logo in other countries didn’t don a bindi.

While Scotch-Brite may be stereotyping women as household cleaning experts through the logo, Indian women wearing a bindi is quite normal. Hence, when Srinivasan says he was shocked to see the ‘Indianised’ logo in a post on ‘gender stereotypes’ he contradicts himself as you’d hardly see foreigners wear bindis. It is not clear whether Srinivasan thought bindi-wearing woman on the logo is the wrong stereotype or just woman, because he has again highlighted the bindi part.

  Support Us  

Whether NDTV or 'The Wire', they never have to worry about funds. In name of saving democracy, they get money from various sources. We need your support to fight them. Please contribute whatever you can afford

OpIndia Staffhttps://www.opindia.com
Staff reporter at OpIndia

Related Articles

Trending now

Hindu leader in Panipat explains why he thought it is necessary to come out in streets in support of Yati Narsinghanand Saraswati

A Muslim mob came face to face with Hindu organisations who carried out a sit-in vigil in support of Yati Narsinghanand Saraswati

Amdavad Municipal Corporation introduces ‘drive through’ RTPCR testing as COVID-19 cases surge in the state

First ever drive-through RTPCR testing centre opened in Ahmedabad, Gujarat as the state battles Chinese coronavirus

UP govt ramps up measures to fight the resurgent COVID-19 outbreak, airlifts 25,000 doses of Remdesivir using govt plane from Gujarat

The Uttar Pradesh government is working on a war-footing to blunt the second wave of the COVID-19 outbreak

One more video of a mob calling for beheading Yati Narsimhanand Saraswati for ‘insulting Prophet Muhammad’ goes viral

Muslims across the country are demanding the beheading of Yati Narsimhanand Saraswati after his comments criticising Islam

Tours and travels operators in Mumbai issuing fake COVID-19 negative reports for Rs 300: Report reveals

As people in Mumbai rush to get out of Maharashtra amidst worsening coronavirus outbreak, travel agents are arranging bogus COVID-negative reports for Rs 300 to Rs 500 to enable their exit.

Maha COVID-19 crisis: Hospital beds and ventilators running short, scarcity in oxygen and Remdesivir supply, and inordinate delays in testing

Maharashtra is in a midst of a resurgent coronavirus outbreak as the state has reported over 60,212 fresh COVID-19 cases on Tuesday

Recently Popular

Pfizer wanted Brazil, Argentina to put military bases, Federal reserve as collateral: Why India kept Pfizer away and how the usual suspects are wrong

Pfizer has been accused of countries in Latin America of pledging their sovereign assets, military bases and financial reserves to protect itself from any adverse fallout of the vaccine

OpIndia Exclusive: Tata Communications suffers data leak, hackers claim to have sold access to company’s servers, over 50GB data still up for sale

As per two posts by hackers on a hackers' forum, they have gained access to Tata Communications servers and sold them.

What happened in Chhabra after Hindu man was stabbed by Muslim men: Call for peace, attack on a Hindu the next day and more

On April 12, the administration extended curfew for one more day at Chhabra, Baran district in Rajasthan after the communal riot

Attempts to draw false equivalence between the Kumbh Mela and Tablighi Jamaat congregation do not make sense: Here’s why

Attempts are being made to draw false equivalences between the Kumbh Mela and the Tablighi Jamaat congregation last year.

It’s a lung… it’s a burnt toast… it’s a duck pic… No! It’s a painting by Mamata Banerjee

Mamata Banerjee did not appear in any election rallies or gave any statement regarding the ongoing Assembly elections in West Bengal after Election Commission banned her from campaigning for 24 hours

Mayor Sadiq Khan vows to bring the Indian Premier League to London to boost his reelection chances: Details

London mayor Sadiq Khan promises to bring the Indian Premier League to the British capital as part of his reelection campaign.
- Advertisement -

 

Connect with us

254,077FansLike
529,110FollowersFollow
24,200SubscribersSubscribe