gender bias

This clever ad reminds us of how Indian men hardly do any household work

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From washing powders to cooking, it's always women who are shown as doing and being responsible for household chores in advertisements in India. According to a report on gender disparities in various nations, conducted by Organization for Economic Co-operation and Development, Indian men on an average spend only 19 minutes per day on unpaid housework and are ranked far below in a list that is topped by men in Slovenia and Denmark who spend 114 and 107 minutes on an average.

This advertisement from Lloyd, an electronic appliance company, takes up the subject as it shows a husband and wife shopping for a washing machine. The store staff asks the husband if he is looking for any specific model, to which he points towards his wife and replies, “Ask her, washing clothes is her department”. Her response should gladden the heart of those rooting for gender equality.

India consistently ranks quite low on various measures of gender equality. The United Nations placed India at 132 out of 148 countries in its recent gender inequality index. The fact that Indian workplace tends to be male-centric could have something to do with men spending less time doing housework, but as more women joining the workforce, even in those areas which were traditionally considered male domains, this trend should hopefully change.

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Watch Ruchir's journey: A story that captures the impact of accessible technology

Accessible technology has the potential to change lives.

“Technology can be a great leveller”, affirms Ruchir Falodia, Social Media Manager, TATA CLiQ. Out of the many qualities that define Ruchir as a person, one that stands out is that he is an autodidact – a self-taught coder and lover of technology.

Ruchir’s story is one that humanises technology - it has always played the role of a supportive friend who would look beyond his visual impairment. A top ranker through school and college, Ruchir would scan course books and convert them to a format which could be read out to him (in the absence of e-books for school). He also developed a lot of his work ethos on the philosophy of Open Source software, having contributed to various open source projects. The access provided by Open Source, where users could take a source code, modify it and distribute their own versions of the program, attracted him because of the even footing it gave everyone.

That is why I like being in programming. Nobody cares if you are in a wheelchair. Whatever be your physical disability, you are equal with every other developer. If your code works, good. If it doesn’t, you’ll be told so.

— Ruchir.

Motivated by the objectivity that technology provided, Ruchir made it his career. Despite having earned degree in computer engineering and an MBA, friends and family feared his visual impairment would prove difficult to overcome in a work setting. But Ruchir, who doesn’t like quotas or the ‘special’ tag he is often labelled with, used technology to prove that differently abled persons can work on an equal footing.

As he delved deeper into the tech space, Ruchir realised that he sought to explore the human side of technology. A fan of Agatha Christie and other crime novels, he wanted to express himself through storytelling and steered his career towards branding and marketing – which he sees as another way to tell stories.

Ruchir, then, migrated to Mumbai for the next phase in his career. It was in the Maximum City that his belief in technology being the great leveller was reinforced. “The city’s infrastructure is a challenging one, Uber helped me navigate the city” says Ruchir. By using the VoiceOver features, Ruchir could call an Uber wherever he was and move around easily. He reached out to Uber to see if together they could spread the message of accessible technology. This partnership resulted in a video that captures the essence of Ruchir’s story: The World in Voices.

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It was important for Ruchir to get rid of the sympathetic lens through which others saw him. His story serves as a message of reassurance to other differently abled persons and abolishes some of the fears, doubts and prejudices present in families, friends, employers or colleagues.

To know more about Ruchir’s journey, see here.

This article was produced by the Scroll marketing team on behalf of Uber and not by the Scroll editorial team.