Cars24 CEO Sparks Controversy with Anti-Bengaluru Hiring Post

2024-12-19

Vikram Chopra, the CEO of online used car marketplace Cars24, has ignited a firestorm of criticism on social media with a recent hiring post. The post, shared on X (formerly Twitter), appears to take a jab at the ongoing language debate in Bengaluru.

Chopra’s post, referencing Delhi NCR, reads: “Still can’t speak Kannada after years in Bengaluru? It’s okay. Aa jao Dilli (come to Delhi).” He then goes on to promote open positions at Cars24 for “kickass engineers who wish to stay close to home.”

A Tasteless Advertisement?

The post has sparked heated discussions online, with many users criticizing Chopra for mocking Bengaluru’s language issue and potentially discriminating against potential employees who are comfortable living in the city. Some comments include:

“This is a tasteless advertisement. Makes me think less of Cars24 employer brand and culture. There are more productive ways to highlight your qualities.”
“Vikram no one wants to leave Namma Bengaluru. This is the reality. If you can’t speak that’s your choice no one is forcing you to learn it . If you learn also it’s good for you . I’m from Karnataka but I live in Pune I have learnt Marathi because it’s good to communicate with new people . After all you can’t accept people speak Hindi or English.”
“‘”We are looking for people who wish to stay close to home”

This is probably not the message

What Undercode Says:

Chopra’s post, while seemingly innocuous, reveals a deeper issue: the ongoing tension between regional identities and national aspirations in India. Bengaluru, often hailed as India’s Silicon Valley, has become a melting pot of cultures and languages. While Hindi and English are widely spoken, Kannada remains the official language of Karnataka.

By suggesting that not knowing Kannada is a barrier to success in Bengaluru, Chopra taps into a sensitive nerve. Many have interpreted his post as a subtle dig at the city’s cosmopolitan culture and its growing preference for English as a lingua franca.

It’s important to note that companies have the right to set their own hiring criteria. However, public statements that could be perceived as discriminatory can have negative consequences for brand reputation. In a diverse country like India, it’s crucial to foster inclusivity and respect for different cultures and languages.

Chopra’s post, while likely not intended to cause widespread offense, has highlighted a broader issue: the need for sensitivity and empathy in corporate communications, especially in a country as diverse as India.