Perfora, an oral care brand that has appeared on Shark Tank India, has been criticised for its Instagram Stories that showed employees working overtime at the expense of their sleep.
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In the age of startups, many CEOs have been found guilty of glorifying toxic work culture in the name of hustle culture. Now, an Indian startup has invited netizens’ ire for romanticising employees working overtime at the cost of their personal well-being.
Perfora, an oral care brand that offers products like toothpaste, smart electric toothbrush, alcohol-free mouthwash etc and has also appeared on Shark Tank India, has been criticised after a Twitter user posted screenshots of their Instagram Stories that showed their employees working overtime at the expense of their sleep.
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Perfora had posted a photo of their account manager at a warehouse and shared that he has hardly slept in the last 30 days and he looks after the entire order packaging and dispatching. In another photo, the company shared about their operations team that has been at their warehouse for the last 30 days, working till 3 am to get the orders dispatched.
A Twitter user with the username @SatinTweety shared the photos and wrote, “For the millionth time, your startup employee not having slept well in 30 days is not a flex.”
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“@Perforaofficial that’s not the flex you think it is. Hire more people. No one’s dying to use products/services at the cost of another human. Do better,” commented a user. “Toxic work culture whitewashed as commitment for no reason..these guys just scared of losing their jobs can’t say no..like most of us,” said another. “Wow what a toxic work environment,” wrote a third. “One doesn’t have to brush if they don’t sleep and a toothbrush brand flexing their employee not sleeping. hmmmmm. Destroying their own market I see,” another netizen posted.
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Last year, a LinkedIn post by the CEO of a company advising youngsters to work 18 hours a day, at least for four to five years initially in their career, invited backlash. Shantanu Deshpande, CEO and founder of Bombay Shaving Company, posted on LinkedIn advising people who are new to a “job to throw yourself into it”. He also suggested that work-life balance, spending time with family, rejuvenation etc is important but not that early in life.
