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Flipkart recently sent emails to its users, promoting how beauty will take them further in their workplaces. This very act shows how a woman is judged by standards of beauty.
Flipkart recently sent out an email to its users titled ‘Did you know beauty breeds success’. The note to its user cited research showing that beautiful women are more successful because they are noticed and respected more. Some users responded with criticism and Flipkart backtracked, saying they do not endorse the content of this email. While Flipkart’s PR figures out how they want to play this one, let’s take a few minutes to examine this.
Photo credit: Richa Kaul Padte | @hirishitalkies
The email is cringe-worthy on multiple levels. Research DOES show that beauty or being attractive in general leads to better life outcomes for people, including at the workplace. This does not mean that it is right, fair or acceptable. It definitely does not make it okay to use as a marketing strategy. Remember many folks thought it was perfectly fine for women to burn at their husband’s pyre. Never made it right, never will.
In fact, notions of attractiveness also evolve and vary across the world – although they are used more to judge women’s worth.
Like a lot of other life factors (where you are born, care and food you receive, gender, education), attractiveness is not a quality that we have much control over. In fact, notions of attractiveness also evolve and vary across the world – although they are used more to judge women’s worth. You may argue that it is possible to change one’s level of attractiveness by dressing well, using makeup and cosmetic surgery. I am not denying that and saying that you should look any different than you like. What I am saying is that how you look and dress is something you should have a choice in, not something you have to do simply to be taken seriously at work.
I am not surprised by this email. It only reflects the times we live in – the notion of beauty as a defining ideal for a woman has not changed, only the outcomes have increased – not only will your beauty lead you to marriage, it will also make you more successful at work. But for an organization such as Flipkart (and they are by no means the only ones) to send out such messages is harmful. They are playing right into the hands of gender stereotypes that already abound at in society and at the workplace and punish men and women.
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I think of myself as a feminist development practitioner with a strong interest in issues related to gender and education. I enjoy writing about my interests, a happy step forward from the angst laden poetry read more...
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If you want to get back to work after a break, here’s the ultimate guide to return to work programs in India from tech, finance or health sectors - for women just like you!
Last week, I was having a conversation with a friend related to personal financial planning and she shared how she had had fleeting thoughts about joining work but she was apprehensive to take the plunge. She was unaware of return to work programs available in India.
She had taken a 3-year long career break due to child care and the disconnect from the job arena that she spoke about is something several women in the same situation will relate to.
More often than not, women take a break from their careers to devote time to their kids because we still do not have a strong eco-system in place that can support new mothers, even though things are gradually changing on this front.
A married woman has to wear a sari, sindoor, mangalsutra, bangles, anklets, and so much more. What do these ornaments have to do with my love, respect, and commitment to my husband?
They: Are you married? Me: Yes They: But You don’t look like it Me: (in my Mind) Why should I?
Why is being married not enough for a woman, and she needs to look married too? I am tired of such comments in the nearly four years of being married.
I believe that anything that is forced is not right. I must have a choice. I am a living human, not a puppet. And I am not stopping anyone by not following any tradition. You are free to do whatever you like to do. But do not force others. It’s depressing.