You may have heard that recently a desi furniture retailer in Toronto got into a bit of hot water for selling a sofa with the tag shown below to a black family (Candians of Ghanaian origin). As paragons of racial sensitivity and spin, we thought Sepia Mutiny should offer some public relations advice to our Canadian brethren.
1. Respond to the customer’s complaints right away
The day after the discovery was made, Moore says that she called Vanaik Furniture and Mattress store, where the purchase was made, to address the issue. But her phone call was unreturned. At least three other calls were made to the store. Those were unreturned as well. [Link]
Don’t make the customer chase you, it looks bad. And don’t leave the sofa with a customer who is offended by it. Instead, offer to take the sofa back right away. Remember, this is one of your best selling pieces of furniture and you can charge a notoriety premium if you auction it on eBay. Put the tag proudly on display and sell it to the highest bidder. The only color that matters is green.
2. The best defense is a good offense
Your response thus far has been to pass the buck, which is OK for a start. So Romesh Vanaik, owner of Vanaik Furniture, blamed his supplier, Paul Kumar of Cosmos Furniture, who blamed the Chinese manufacturer, who blamed the company that made the auto-translation software, which blamed the out of date dictionary it was using [Link].
You really should go a lot further, though, and seize the initiative. Mount a press conference, stating that you are gravely offended that the Chinese have wrongly appropriated this term when they should have used “Macaca Brown” or “In need of Fair-and-Lovely Brown” instead. Use this press conference as an opportunity to announce your new dining sets, offered in Chinky Yellow, Redneck Pink and Lazy Injun Red.
3. Never plead ignorance, it makes you look weak.
Romesh Vanaik, owner of Vanaik Furniture … added that he had not known the meaning of the N-word. “It’s amazing. I’ve been here since 1972 and I never knew the meaning of this word,” said Vanaik, a native of India. [Link]
Big mistake. Ignorance is no excuse and who will ever believe you’ve been in Canada for 30 years without knowing what that word means? Instead, advertise your racial behavior proudly. Tell them that it doesn’t matter when a macaca does it, since we’re not white we can’t be racist! Furthermore, point out that this is proud part of Indian culture. Then announce a “West Indian week” where all the workers show up in blackface, just like in this Indian TV show [via UB]: