At work, they’re busy innovating for a billion Indian online shoppers. At home? They wake up as early as 5.30 am so they don’t miss a second with their kids, they rush home on time to help with homework, and to feed, bathe and get their little ones ready for bed. To them, the most precious moments are the ones spent with their sons and daughters. Here’s what drives the #PenguinDads of Flipkart.
Indian Dads today want to be involved in every aspect of their child’s life. Be it helping with homework, or making the perfect omelette for breakfast, or taking time off from work to attend a PTA meeting, they are eager to divide parenting responsibilities equally. These dedicated dads are the torchbearers of a revolutionary change sweeping Indian society. Having keenly observed this remarkable transformation in parental roles over the last decade, Flipkart commissioned a study to understand what drives these extraordinary fathers. The findings are inspiring. To borrow an analogy from the animal kingdom, these ‘Penguin Dads’ are deeply involved and invested in their child’s upbringing all the way from birth to adolescence. Penguin Dads represent the face of a new, progressive India that is upending stereotypes and challenging the status quo. Flipkart, the homegrown icon of progressive India, is proud to raise a toast to these extraordinary Penguin Dads.