- Dbrand faces criticism for racist remark towards Indian customer Bhuwan Chitransh.
- Company apologizes and offers $10,000 compensation after backlash.
- CEO acknowledges mistake, vows to maintain playful tone without crossing boundaries.
Canadian tech accessories brand Dbrand came under fire recently after making a racist remark towards an Indian customer named Bhuwan Chitransh. Chitransh had complained about a MacBook skin purchased from Dbrand, which changed color within two months. Instead of addressing the issue, Dbrand responded with a comment mocking Chitransh’s name, sparking outrage on social media.
Following the backlash, Dbrand issued an apology to Chitransh and offered him $10,000 in compensation. However, criticism persisted when the original post with the racist comment remained online. It wasn’t until tech YouTuber Marques Brownlee intervened and condemned Dbrand’s actions that the company removed the post.
Dbrand’s CEO, Adam Ijaz, admitted to the mistake, acknowledging it as a “severe lapse in judgment.” He stated that while Dbrand has a history of playful banter on social media, they will ensure to maintain their satirical style without crossing into insensitivity in the future. The incident serves as a reminder of the importance of mindful communication and sensitivity in customer interactions, particularly in diverse global markets.
@dbrand Won’t be working with dbrand until that original tweet is deleted, at least. You’re allowed to make shitty jokes, but the internet has made it pretty clear what it think about this one, and the harm from it is unnecessary
I’ve been around long enough to see a LOT of…
— Marques Brownlee (@MKBHD) April 11, 2024
