Anupam Mittal, the founder of Shaadi.com and a judge on 'Shark Tank India,' has sparked controversy with an Instagram post. Mittal has launched a new feature on Shaadi.com named DowrAI, claiming it to be India's first dowry calculator, assessing an individual's value in today's marriage scene. Yet, was this action merely contentious, or did the video carry an underlying social message?
Anupam Mittal’s ‘Dowry Calculator’ On Shaadi.com
Anupam Mittal made an announcement on his Instagram regarding a new addition to Shaadi.com called the 'dowry calculator.' In his post, Mittal quoted a famous bollywood line, “Ek chutki sindoor ki keemat ab tum bhi jaano Ramesh babu.” He elaborated in the video that while dowry calculations were once simple, modern considerations now encompass factors like income, SIPs, mobile phone brands, and honeymoon destinations such as the Maldives or Lakshadweep.
Mittal also included a tutorial in the video on how to use this contentious feature. However, the tool was introduced to convey a powerful message. Users input their basic details with the hope of receiving a specific figure they believe they are entitled. Instead, upon checking their “worth” on the feature, they are presented with data about dowry deaths in India.
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Initially, when Mittal shared the video on Instagram, he faced criticism for seemingly endorsing dowry. However, later on, netizens praised his initiative. Since its posting on May 29, 2024, the video has garnered a significant number of likes.
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Social Media Reactions On Anupam Mittal’s ‘Dowry Calculator’
Opinions were divided among users who shared their reactions. Many criticised Shaadi.com's founder, accusing him of promoting dowry, while others commended his initiative and defended him against the backlash. One Instagram user questioned, "Why promote dowry? Are you serious?" Anupam Mittal responded with wit, saying, "Yes, coz it’s a very serious issue," accompanied by a winking face emoji.
On the other hand, individuals who tried the calculator expressed appreciation. "I salute you man. The way you find to open eyes of the people is really formidable. Keep doing great things... You have a lot of blessings of many families from India," one person wrote. Another user remarked, "Had me for a second glad we're talking about this. It's real, it's scary and it needs change."
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Was Anupam Mittal’s Dowry Calculator Launch A Controversial Move?
While Anupam Mittal's introduction of the dowry calculator may have had good intentions, any form of dowry endorsement remains harmful and perpetuates a practise that has inflicted significant harm on women and families for years. Even making a sarcastic comment on such a sensitive topic is inappropriate and could have been avoided. While it may be viewed as a smart marketing move, it ultimately sends the wrong message and trivialises a serious issue. Promoting awareness about dowry-related issues should be done with sensitivity and tact.
What do you think? Could the launch have been handled in a more clever and thoughtful manner?
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Credits: Anupam Mittal Instagram
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