Twinkle Khanna REACTS to Zomato’s “Pure veg” fiasco: “It has connotations of caste, hierarchy, and untouchability” : Bollywood News
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Twinkle Khanna, writer and former actress, has supplied her perspective on the current controversy surrounding Zomato’s “pure veg” supply initiative. In a column for The Times of India, Khanna acknowledged Zomato’s perceived enterprise technique: figuring out a possible market hole and capitalising on it. However, she spoke in regards to the cultural implications missed by the “pure veg” terminology.
Twinkle Khanna REACTS to Zomato’s “Pure veg” fiasco: “It has connotations of caste, hierarchy, and untouchability”
The actress-turned-author highlights the excellence between “pure veg” and labels like “vegetarian” or “vegan.” She argues that “pure veg” carries connotations of caste, hierarchy, and untouchability, probably offending within the Indian social context.
She compares phrases to a “scalpel” or a “dagger,” relying on their utilization and potential influence. The unintended penalties of Zomato’s phrase alternative function a cautionary story. The 50-year-old writer concludes by shedding mild on the facility of phrases to bridge divides or stir feelings. She encourages aware communication, suggesting that well-chosen phrases can construct understanding.
An excerpt of her caption learn, “On the surface, it seemed like a solution crafted for people with specific dietary requirements, but underneath that layer, they forgot that ‘pure veg’, unlike vegetarian or vegan, has connotations of caste, hierarchy, and untouchability. Communication is a serrated tool; it can be a healing scalpel or a dagger depending on how you use it, and that still doesn’t take into account how good your aim is.”
For the unversed, the Zomato controversy unfolded in March 2024. The firm’s preliminary plan included a separate supply fleet for vegetarian orders, distinguished by inexperienced uniforms. Following important backlash on-line, Zomato backtracked, eradicating the inexperienced branding and renaming the service “veg only.” Delivery personnel additionally retained the usual purple uniforms.
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