‘Chained dog’ punishments: Kochi marketing firm faces probe over brutal staff treatment

Kochi: Shocking visuals have emerged showing employees of a private marketing firm in Kerala, allegedly Hindustan Powerlinks, being subjected to degrading and inhuman treatment for failing to meet performance targets. The disturbing footage, aired by local television channels, has prompted the state Labour Department and Human Rights Commission to launch separate investigations into the incident.

The visuals, reportedly from the company’s branch in Kaloor on Janatha Road, show a man crawling on his knees with a belt tied around his neck like a leash, resembling a chained dog. Other reported abuses include employees being forced to lick coins from the floor, drink water or lick rotten fruits off the ground, strip and hold each other’s genitals, mimic how dogs urinate indoors, and even chew and spit fruits for others to consume—all under the guise of motivation and punishment for failing sales targets.

Victims say the abuse is carried out by top officials of the firm, which markets and sells products door-to-door. Employees, including women, are reportedly paid between Rs 6,000 to Rs 8,000 and lured with false promises of promotions and higher pay if they meet performance benchmarks. Out of fear and threats, many employees remain silent, while those who resist are further intimidated.

According to police, the alleged incidents occurred in Perumbavoor, though the firm’s headquarters are in Kaloor. No formal complaint has been filed yet, and the firm's owner has denied the allegations, claiming that the abuse may have taken place in a different unit that merely sold their products. Nonetheless, police said an investigation is underway, although no case has been registered so far.

Kerala Labour Minister V. Sivankutty termed the visuals “shocking and disturbing,” and emphasized that such practices are unacceptable under any circumstance. “I have ordered an immediate probe and directed the district Labour Officer to submit a report on the incident,” the Minister told reporters.

Later in the day, the Kerala State Human Rights Commission registered a suo motu case based on a complaint filed by High Court advocate Kulathoor Jaisingh. The Commission has demanded urgent action in view of the severity of the alleged human rights violations.

This is not the first time complaints have been raised against Hindustan Powerlinks, with previous allegations pointing to exploitative practices. As the investigation proceeds, calls are growing louder for stringent legal action and policy-level intervention to protect workers from such workplace atrocities.

With PTI inputs