Canadian Company Offers Indian Man Over ₹8 Lakh As ‘Goodwill’ After Mocking His Surname

Canadian smartphone accessories brand Dbrand is facing backlash on social media after responding insensitively to a complaint from an Indian customer regarding a MacBook accessory. Bhuwan Chitransh took to social media to express his disappointment with a Dbrand MacBook skin that changed colour within two months of purchase. In response, the company made an offensive comment, mocking Chitransh’s surname.

Your last name is basically shit rash, be serious https://t.co/SmQd5So5bS

— dbrand (@dbrand) April 9, 2024

The derogatory response quickly gained attention online, sparking outrage among users. Many criticized the company for its insensitivity and racism, emphasizing the importance of common decency and respectful customer service.

Amid mounting criticism, Dbrand issued a clarification and apologized to Chitransh directly. The company offered him $10,000 as a gesture of goodwill. However, Dbrand also stated that they have a history of light-hearted interactions with customers on social media and hinted that such incidents might occur again in the future.

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, the incident serves as a reminder of the importance of respectful communication and cultural sensitivity in customer service interactions.