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    Twinkle Khanna weighs in on Zomato's 'Pure Veg' controversy: 'They did what successful entrepreneurs are meant to do'

    Synopsis

    Twinkle Khanna, also known as Mrs Funnybones, has offered her insights on Zomato's decision to launch a 'pure veg' delivery service. While she acknowledges Zomato's entrepreneurial approach, she raises concerns about the cultural implications of such categorizations. Khanna emphasizes the power of words and urges for thoughtful communication, highlighting the complexities of dietary preferences and cultural sensitivities in India.

    Twinkle KhannaAgencies
    Twinkle Khanna
    Twinkle Khanna, also known as Mrs Funnybones, has weighed in on Zomato's recent decision to introduce a separate 'pure veg' delivery service, sparking a debate about the implications of such categorizations in India. In her column for The Times of India, Khanna acknowledged Zomato's entrepreneurial spirit, stating that they identified an unmet need and sought to capitalize on it.

    Raising Cultural Concerns

    However, Khanna raised concerns about the term 'pure veg', noting its potential to evoke issues of caste, hierarchy, and untouchability.

    She wrote, "The folks at Zomato, they did what successful entrepreneurs are meant to do — see an unfulfilled need, service it and make a profit. It’s another matter that segregating food into pure and impure, and having a fleet of delivery persons that they proposed to dress in green made a large section of Indians see red."

    Power of Words

    “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,” Khanna added.

    She emphasized the power of words, highlighting how language can unintentionally stir deep emotions and provoke unintended consequences. She urged for careful consideration in communication, as words can be both healing and divisive depending on their usage.

    The Zomato Controversy

    The controversy surrounding Zomato's 'pure veg' fleet erupted in March, prompting a swift response from the company amidst social media backlash. Zomato rebranded the service as 'veg only' and abandoned plans for green uniforms for delivery personnel, opting for their traditional red attire instead.

    Khanna's insights shed light on the complexities of dietary preferences and cultural sensitivities in India, urging for thoughtful communication and inclusive practices in the business landscape.

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