Save Indian Family Foundation, strongly and severely condemns the Derogatory Ad being telecast at the behest of Kitply Industries. The ad shows a young timid man getting married to a woman and on the first night the bed crumbles. The wife asks the husband, “Kitply nahi laye kya?” (Have you not bought Kitply?) and slaps the husband.

Openly, brazenly and cold – bloodedly this ad not only depicts Domestic Violence on men but also promulgates it, inspiring women to do it and telling men that this is a way of life. World over international studies have proved it beyond doubt that Domestic Violence is not a gender specific issue and is a matter of equal concern for both men and women.

The situation is far worse in India wherein gender biased, lopsided, avaricious, pernicious, draconian, anachronous and unconstitutional anti – male marital laws fail to recognize the presence of Domestic Violence and acknowledge the same for men. Yes, Domestic Violence laws in India do not consider the fact that men too could be victims of Domestic Violence the way women are presumed and prejudiced to be and the Domestic Violence law in India does not allow men to make complaints of Domestic Violence in India.

This despite the fact holding true that as per Government records i.e. suicide date published by National Crime Records Bureau, every year 56, 000 married men are committing suicide which is considered as a social service in a great country like India, where 82 % of taxes are paid by men. Neither do men have a Men Welfare Ministry for them nor a National Commission for Men to look into their grievances, whereas animals do have. The condition of Indian men is worse than animals in India.

To add to the woes men are subject to the constant fear of being dragged into false cases of dowry harassment and domestic violence draining them financially, socially, morally and spiritually in addition to being victims of Domestic Violence as well at the hands of their vindictive and vicious wives and in – laws who do not forget to file false cases of dowry harassment on the innocent men and their families and drag them to police station and court and unleash Legal Terrorism on them and extort money legally from them.

As if all this was no less, when corporates like Kitply Industries rain on men and promote Domestic Violence on men as a norm and when confronted for the same, shamelessly claim that it has been shown in a humorous mood, and shrug away from accountability. The contention that the ad was shown in a light spirit is subject to critical analysis and not becoming of a brand name Kitply Industries.

Save Indian Family Foundation, the single largest umbrella NGO for about 15 different NGOs fighting not only for men’s rights but also for Gender Equality and Family Harmony, severely condemns such derogatory ads and demands apology from Kitply Industries, failing which Save Indian Family Foundation will be forced to issue legal notices to them to respond properly.

One can only imagine the kind of euphoria that would have been generated if they had shown a man slapping a woman in similar manner. So when activists championing the cause of Equality for Women are crying foul, why are they now silent when Gender Equality is critically endangered and its existence seriously jeopardized with such derogatory ad content. This only depicts the hollow goals with which such activists work and want to rake in the mullah in the name of Women Empowerment and feminism but do not believe in actual equality based on truth and justice.

Save Indian Family Foundation re – iterates its demand of an apology from Kitply Industries and once again puts this question to the civil society and the government that how long are they continuing to consider men as second class citizens in their own country?

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