Trampling on Gandhi’s dignity
WHEN online retailer Amazon decided to put up for sale offensive flip flops bearing the face of revered peace icon Mahatma Gandhi, it knew exactly what it was doing.
The company’s marketing executives were probably chuffed they had hit on a smart and novel concept that would rake in millions. They even bragged the casual sandals were “professionally printed” and would “look great and make someone smile”.
The truth is no one’s actually smiling except for a few misguided buffoons who think being disrespectful and insensitive is cool.
One would have expected a corporate giant like Amazon to have known better.
It should have been more circumspect and sensitive to the feelings of customers who regard the flip flops as degrading and insulting to the image and reputation of a man widely regarded in the Indian sub-continent as “the father of the nation”.
Like Nelson Mandela and Martin Luther King, Gandhi is widely respected internationally for using non-violent civil disobedience as an effective weapon against racial discrimination and colonialism.
He enjoys special significance in South African history because he spent 21 years of his life here in what is regarded as his apprenticeship towards becoming a mahatma (a venerable person). He is also renowned for leading India to independence from British colonial rule and inspiring movements for civil rights and freedom across the world.
Can you imagine the outrage if flips flops bearing Mandela’s face were sold here in South Africa, or with Martin Luther King Jr’s image in the US?
All too often, commercial companies resort to questionable means to sell their products. And when their intolerance and insensitivity is exposed, they issue a simple apology, withdraw the offending product and continue their business as usual.
This is not the first time Amazon has insulted people’s feelings with their online products. It has previously sold women’s leggings bearing images of revered Hindu deities.
It was also forced to apologise to the Indian government when it put up for sale door mats featuring the Indian flag.
This brand of crass insensitivity is inexcusable and deserves to be condemned in the strongest terms.
We cannot allow companies to trample on the dignity and reputation of our respected leaders.
The insult felt by Indian nationals as well as those in the diaspora, including South Africa, will not be easily forgotten.