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Zomato takes down Kachra ad after flak for being casteist, BoycottZomato trends

A comparison between Kachra (trash) and the outcast character in the film Lagaan, which was released in 2001, was made by Zomato.

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Zomato ad campaign

Zomato, the food delivery brand, recently got into trouble after their new Kachra ad campaign which has now sparked controversy across the internet.

The campaign’s tagline, Don’t waste food, Don’t’ be Kachra, was displayed alongside a series of advertisements presenting left-over food in an effort to promote cleanliness and decrease food waste.

The campaign, which was released on June 5 on the occasion of World Environment Day, aimed to increase awareness of the burden that plastic waste has on the environment and to highlight how many kilograms of waste is used to produce even the most basic items. For example, a paperweight requires 3-4 kg of recycled waste, while hand towels require 9-12 kg.

The Zomato advertisement showed how the company chooses to deliver food without using any plastic, therefore protecting the environment.

A comparison between Kachra (trash) and the outcast character in the film Lagaan, which was released in 2001, was made by Zomato. The advertisement also featured the actor, Aditya Lakhiya, who played the character of Kachra in the film Lagaan. Given the larger backdrop of commercial entertainment in India, some users said, Kachra’s character in Lagaan had a contextual meaning.

The actor was presented in a variety of contexts, including as a recycled hand towel, a similar flower pot and paper.

However, the campaign failed to connect with the audience and received criticism for its insensitive approach and was referred to as a casteist idea on various social media platforms.

Users have now flooded the internet with their criticism, expressing their dissatisfaction towards the ad. Twitter is filled with #BoycottZomato.

One user wrote, Zomato’s Kachra advertisement was not an accident, rather, it was a planned and intentional act that may have been approved by the company’s senior management. The user went on to criticise Zomato, labeling it as having casteist ideas. While another said, Zomato’s highly casteist campaign can be attributed to a lack of diversity.

https://twitter.com/peeleraja/status/1666418206146453504?ref_src=twsrc%5Etfw%7Ctwcamp%5Etweetembed%7Ctwterm%5E1666418206146453504%7Ctwgr%5Ea3fbc40e5966d35dcdf822dbbbc0be015493ca21%7Ctwcon%5Es1_&ref_url=https%3A%2F%2Fwww.livemint.com%2Fnews%2Findia%2Fzomatos-kachra-campaign-draws-ire-of-netizens-11686188672827.html

However, the company informed in a Tweet about the advertisement being pulled down after the flak by the users and justifying its campaign wrote, on the occasion of World Environment Day, its intent was to aware the audience about the alternative usage of plastic waste and its recycling in a humorous way but unfortunately it hurt the sentiments of some individuals and community.

To this decision of Zomato taking the campaign back, it again received crticism from the users, while some called it arrogance for not making any apology, while some were satisfied with the timley action by the company.

A user wrote, the usual day casteism was unfortunate and was happy with Zomato’s timely action by removing the advertisement.

India News

Amit Shah counters delimitation concerns, says southern states to gain Lok Sabha seats

Amit Shah assures Parliament that southern states will gain Lok Sabha seats after delimitation, countering opposition criticism during the women’s reservation debate.

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Amit Shah

Union Home Minister Amit Shah on Thursday addressed concerns over the proposed delimitation exercise, asserting in the Lok Sabha that southern states will not lose representation but instead see an increase in their number of seats.

His remarks came during a heated debate linked to the implementation of women’s reservation, where opposition parties have raised fears that population-based delimitation could reduce the political weight of southern states.

Shah rejected these claims, calling them misleading, and said the proposed framework ensures fairness while expanding the overall strength of the Lok Sabha.

Seat count to rise with expansion of Lok Sabha

The government has indicated that the total number of Lok Sabha seats could increase significantly as part of the delimitation process. In this expanded House, the combined representation of southern states is expected to rise from 129 seats at present to around 195 seats.

Shah emphasised that no state will lose seats in absolute terms, and the exercise is designed to reflect population changes while maintaining balance across regions.

State-wise projections shared in Parliament

During his address, Shah also provided indicative figures for individual southern states, suggesting notable increases in representation. According to the projections:

  • Tamil Nadu could see its seats rise substantially
  • Kerala, Telangana, and Andhra Pradesh are also expected to gain additional seats
  • Karnataka’s representation may increase as well

These figures were presented to counter the argument that delimitation would disproportionately favour northern states.

Political debate intensifies over linkage with women’s quota

The delimitation exercise has been closely linked to the rollout of women’s reservation, which proposes one-third seats for women in Parliament and state assemblies.

Opposition leaders have questioned this linkage, arguing that tying reservation to delimitation could delay its implementation and raise federal concerns. Some leaders have also warned that the move could impact national unity if apprehensions among states are not addressed.

The government, however, maintains that the reforms are necessary to ensure equitable representation and to align the electoral system with demographic realities.

Centre dismisses ‘false narrative’ on southern states

Shah reiterated that concerns about southern states losing influence are unfounded. He said the delimitation process will increase representation across regions and described the criticism as a “false narrative” aimed at creating confusion.

The issue is expected to remain a key flashpoint as Parliament continues discussions on the women’s reservation framework and related legislative changes.

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PM Modi assures no discrimination in women’s quota, delimitation debate intensifies in Parliament

PM Narendra Modi has assured that women’s reservation will be implemented without discrimination, amid a heated debate over delimitation in Parliament.

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PM modi

Prime Minister Narendra Modi has assured that there will be no discrimination in the implementation of women’s reservation, as Parliament witnessed a sharp debate over the proposed linkage between the quota and delimitation exercise.

During the ongoing special session, the government reiterated its commitment to ensuring fair representation while addressing concerns raised by opposition parties regarding the timing and structure of the legislation.

The proposed framework aims to reserve 33 percent of seats for women in the Lok Sabha and state assemblies. However, its implementation is tied to a fresh delimitation exercise, which is expected after the next census.

Opposition questions timing and intent

Opposition leaders have raised concerns that linking the women’s quota to delimitation could delay its implementation. They argue that the process of redrawing constituencies may push the actual rollout further into the future.

The issue has triggered a broader political confrontation, with multiple parties questioning whether the move could alter representation across states.

Some critics have also alleged that the delimitation exercise could disproportionately benefit certain regions based on population, a charge the government has rejected.

Government reiterates commitment to fair implementation

Responding to these concerns, the Centre has maintained that the reforms are necessary to ensure accurate and updated representation based on population data.

Leaders from the ruling side have repeatedly emphasized that the process will be carried out transparently and without bias. The assurance that there will be “no discrimination” is aimed at addressing fears among states and opposition parties.

The debate marks a key moment in Parliament, with both sides engaging in intense exchanges over one of the most significant electoral reforms in recent years.

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Give all tickets to Muslim women, Amit Shah says, attacking Akhilesh Yadav on sub-quota demand

A sharp exchange between Amit Shah and Akhilesh Yadav in Parliament over sub-quota for Muslim women highlights key divisions on women’s reservation implementation.

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A heated exchange broke out in Parliament during discussions on the women’s reservation framework, with Union Home Minister Amit Shah and Samajwadi Party chief Akhilesh Yadav locking horns over the demand for a sub-quota for Muslim women.

The debate unfolded as the government pushed forward key legislative measures to implement 33% reservation for women in the Lok Sabha and state assemblies.

Akhilesh Yadav argued that the proposed reservation must ensure representation for women from marginalised communities, including Other Backward Classes (OBCs) and Muslim women. He said that without such provisions, large sections could remain excluded from political participation.

He also questioned the timing of the bill, alleging that the Centre was avoiding a caste census. According to him, a census would lead to renewed demands for caste-based reservations, which the government is reluctant to address.

Government rejects religion-based quota

Responding to the demand, Amit Shah made it clear that reservation based on religion is not permitted under the Constitution.

He stated that any proposal to provide quota to Muslims on religious grounds would be unconstitutional, firmly rejecting the idea of a separate sub-quota for Muslim women within the broader reservation framework.

The government has maintained that the existing framework already includes provisions for Scheduled Castes (SC) and Scheduled Tribes (ST) women within the overall reservation structure.

Wider political divide over implementation

The issue of sub-categorisation within the women’s quota has emerged as a major flashpoint, even as most opposition parties broadly support the idea of women’s reservation.

Samajwadi Party leaders reiterated that their support for the bill depends on inclusion of OBC and minority women, while the government continues to defend its constitutional position.

The debate is part of a broader discussion during the special Parliament session, where multiple bills linked to delimitation and implementation of the women’s quota are being taken up.

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