Zed argued that Rupa needed to re-read its own corporate social responsibility statement, which included: "Rupa acts as a socially responsible corporate citizen. Being sensitive to social issues…". The Swaha commercial seemed to be quite irresponsible, Zed added.
Rupa, covering the entire range of knitted garments from innerwear to casualwear to footwear, claims to “source natural fibres grown in sustainable methods”. Headquartered in Kolkata with a tagline "ecoknit", its clients include Sears, Benetton, Eurolook, Colmark, Pierre Cardin and Pimmy.