This despite the fact that as per government records ie 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 per cent of taxes are paid by men. Neither do men have a Men’s Welfare Ministry for them nor a National Commission for Men to look into their grievances, whereas animals do. 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 innocent men and their families and drag them to the 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 non-government organisation (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 furore 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 jeopardised by 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’s empowerment and feminism, but do not believe in actual equality based on truth and justice.

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