Horrifying visuals have emerged online showing extreme inhuman torture inflicted upon workers at a marketing firm named Hindustan Power Links in Kochi’s Kerala, operating under the banner Keltra Marketing. The disturbing footage, which has since gone viral on social media, exposes the appalling abuse carried out under the guise of “motivational punishment” for failing to meet sales targets.
According to multiple media reports, employees were subjected to brutal and degrading treatment allegedly orchestrated by the company’s management, including being paraded with belts tied around their necks like dogs, forced to drink water from bowls on the floor, compelled to remove their pants and hold each other’s private parts, had salt stuffed into their mouths as punishment and were made to lick coins off the floor while mimicking a dog urinating in room corners.
A report in a Malayalam publication, Mathrubhumi, claims that these horrific acts were carried out routinely for those who failed to meet the daily sales quota. Workers were warned of dire consequences if they resisted or protested. The perpetrators reportedly justified the abuse as a method to “encourage” staff to perform better the next day.
Victims, many of whom were promised salaries between Rs 6,000 to Rs 8,000, promotions and incentives, remained silent for fear of retaliation. One employee eventually broke the silence, leading to public outrage and intervention by state authorities.
The branch located on Kaloor Janatha Road in Kochi was the site of the latest abuse. The company, which has been operational in Kaloor for over 20 years, allegedly confiscated employees’ mobile phones to prevent any leaks or exposure of the ongoing mistreatment.
Viral video of abuse at Kochi firm fake or real?
In the latest development, according to a PTI report, the individual featured in the video has now come forward, claiming that the footage was fabricated. He alleges that the video was shot months ago amid an internal conflict between managers and has since been edited and circulated with malicious intent as part of a personal vendetta.
“I am still working in the firm… these visuals were from some months ago forcefully taken by a person who was working as the manager of the institution then. He was later asked to quit by the management and he is now using the visuals to tarnish the owner of the firm,” he claimed. According to PTI, he also gave the same statement to police and the labour department officials.
Management denies accusations
The management of Hindustan Power Links, which Keltro represents, has categorically denied all accusations of labour harassment, stating that the company adheres to all legal requirements and provides proper employee benefits. They further clarified that Keltro acts only as an agent of Hindustan Power Links and is not directly accountable for the claims made in the video.
Government reacts to reports of abuse
Kerala Labour Minister V Sivankutty demanded a detailed report on the incident. He condemned the mistreatment, stating that such acts should never occur and assured that strict action would be taken against those responsible. The minister also highlighted that harassment of any kind will not be tolerated in the state. “I have ordered a probe into the incident and instructed the district Labour officer to submit a report in connection with the incident after carrying out a probe,” he told the media.
Meanwhile, the police are preparing to question those who initially raised the allegations, as the investigation progresses. The Kerala State Human Rights Commission has registered a case following a complaint filed by High Court lawyer Kulathoor Jaisingh regarding the alleged torture of employees at a marketing firm.
Additionally, the Kerala State Youth Commission has taken suo moto action and filed a separate case on the matter. The commission has directed the District Police Chief to submit a detailed report. In a statement, Youth Commission Chairman M Shajar emphasised that strict legal action must be taken against such inhumane practices, which have no place in a civilised and democratic society. “As a civilised society, we should collectively respond against such anti-social trends,” he said.