Threatening Amazon via Twitter is no way to run a Ministry

Amazon took down the controversial doormats from its Canadian website. Amazon is 12th most valuable company in the world, according to Forbes.

Sushma Swaraj, the Minister of External Affairs, recently grabbed the headlines for threatening Amazon, the global e-commerce giant, for selling tri-colour doormats. Through multiple tweets, she expressed her discontent and also threatened to not grant Indian Visa to any Amazon official and also that the Ministry will rescind the Visas issued earlier to the officials.

These tweets caught instant attention, and as a response, Amazon from its Canadian website took down the doormats that led to the controversy. 

Sushma Swaraj in another separate tweet demanded an unconditional apology from the e-commerce giant and demanded the withdrawal of all products on the website that insults India's national flag. 

Read the tweets here: Doormats, flag: 5 times Amazon insulted India!

The move is excellent, as our national flag in our pride and protecting its dignity is our duty. Sushma Swaraj did a good job by taking up this issue.

However, it is the modus operandi that should be questioned in this particular instance. 

First, Amazon is not a manufacturer of products but just a platform to sell products by different sellers. This Washington-based company is the largest web-based retailer in the whole world in total sales and market capitalization.  So, directly holding Amazon liable for such product on a social media platform is not quite right on the part of the minister. 

Secondly, India under PM Modi is a country that is aspiring to be a global player in digital space and Amazon, is one of the biggest players in e-commerce domain. 

Last year Forces listed Amazon as the 12th most valuable companies in the world with $104.5 billion brand revenue. In India's digital market space, Amazon is a dominant player and has the potential to inspire other global internet-based companies to enter India. 

However, incidences like the recent one can cast a shadow over India's digital aspirations. 

Thirdly, India has friendly diplomatic ties with Canada, and the matter could have been solved through a phone call, and discussion could be made to trace the original seller to put an end to selling of the offensive product through any other medium. 

The open threat through a social media platform by a ministry is not the best way to maintain diplomatic ties as well as encourage global companies to operate in India.