Canadian brand offers Indian techie $10,000 in apology after mocking his surname

A Canadian accessories brand faced backlash on social media for responding offensively to a complaint from an Indian customer regarding a MacBook accessory.

It began with Bhuwan Chitransh, an Indian techie, posting a complaint about his Dbrand MacBook skin changing color within just two months of purchasing it.

In response, the company made an offensive statement, mocking the customer’s surname.

The company’s response quickly went viral on social media platform X, sparking outrage among users who condemned the firm’s behavior as racist and unacceptable. Many users expressed shock and disappointment at its lack of professionalism and insensitivity towards a customer’s legitimate concern.

Many others pointed out that such behavior was particularly concerning given the brand’s international reach and potential impact on its reputation.

The backlash prompted the company to issue a clarification and apology. They claimed that they had made a “huge fumble” and apologised directly to the customer. Additionally, the Canadian firm is said to have offered the Indian man $10,000 as a gesture of goodwill.

However, they defended their stance of using humour in their social media interactions, stating that they have been doing so for over a decade.

Well that escalated quickly.

1. Yes – we made fun of a guy’s name. It was a huge fumble.

2. We apologized to him directly and offered him $10,000 as a gesture of goodwill.

3. We’ve been poking fun at customers on social media for over a decade now. We’re not going to stop, but…

— dbrand (@dbrand) April 10, 2024

Despite the apology and offer of compensation, many users remained critical of Dbrand’s actions. They argued that the initial response was deeply offensive and questioned the company’s commitment to customer service. Some users expressed skepticism about the sincerity of the apology and suggested that the incident could have long-term repercussions for the brand’s reputation and customer trust.

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