Chilling abuse at Kochi firm: Crawling, coercion, sexual harassment in the name of sales targets
Kochi: As the extent of workplace abuse at a Kochi-based marketing firm has unravelled, disturbing details have emerged of male employees being subjected to cruel and degrading punishment, including being forced to crawl with belts tied around their necks and drink water from bowls like dogs. While these shocking revelations have now come to light, earlier complaints had accused the firm’s owner of sexually harassing female staff. The accused, Hubail — a native of Wayanad and owner of the firm Keltra — had previously been arrested by Perumbavoor police in connection with similar allegations.
The latest reports now expose how male employees were also victims of a toxic workplace culture. The firm’s owner inflicted cruel punishments on marketing staff who went door to door selling products. One such act involved placing a coin in a bowl and forcing the employee to crawl with a belt around the neck, like a dog, and lick the coin from the bowl. Workers were made to act like dogs urinating in the corners of a room, strip down and hold each other’s genitals, lick chewed and spat-out fruit, hold salt in their mouths and crawl across the room licking coins off the floor.
These extreme acts of humiliation were imposed as punishment for failing to meet sales targets, allegedly to motivate better performance the next day. A former employee said staff were too afraid to speak up, and that such acts were presented as a way to push workers toward improved results. “If your sales were poor today, they believed this would ensure you perform better tomorrow,” the ex-employee said.
Salaries reportedly ranged from Rs 6,000 to Rs 8,000, with the promise of promotions and higher pay used to manipulate employees into submission.
The earlier complaints involved young women employed at the firm for door-to-door product sales. It was alleged that Hubail used to visit their residences at night under the guise of “personal assessments” and misbehave with them. He reportedly confiscated their mobile phones when they went out for work, making it difficult for them to contact family members or report the abuse. During the police investigation, several former employees spoke out, confirming instances of sexual harassment.
Hubail was then arrested by Perumbavoor police on the basis of a complaint filed by a newly recruited female employee. The police inquiry subsequently uncovered a pattern of systemic abuse, with several others stepping forward to share their experiences.
Responding to the revelations, Labour Minister V Sivankutty condemned the incident, calling it both “anti-worker” and “shameful”. He said such workplace practices are completely unacceptable and added that he has directed the district labour officer to conduct a thorough investigation into the matter.
Meanwhile, the Kerala State Youth Commission has taken suo motu cognisance of the matter and sought a report from the District Police Chief.
The Commission acted following the emergence of videos and news reports showing workers being subjected to inhumane treatment.
“The footage has emerged from the Kaloor Janatha Road branch of Keltra, which has multiple offices across Ernakulam district. Resorting to such cruel punishments when employees fail to meet sales targets is unacceptable in a civilised, democratic society,” said M Shajar, chairperson of the Youth Commission.
He added that legal action would be taken against such practices and emphasised the need for a united response against such anti-social behaviour from a progressive society.