Some heavy debates have been addressed regarding the use of interactive voice response, or “IVR,” within daily operations of businesses, but no arguments have ever resulted in acts of psychical violence.

 

Until now.

 

According to reports from The Hindustan Times, on Tuesday, March 9, five people threw stones wrapped in Maharashtra Navnirman Sena flags, shattering glass, at an Airtel (News - Alert) outlet in Bandra, Mumbai.

 

It’s not the first attack either. A Khar Aircel gallery was recently attacked in the same fashion.

 

Why?

 

People are upset about the use – or lack their of – of Marathi, the Indo-Aryan language spoken by the Marathi people of western and central India, in their IVR practices.

 

 While Airtel and Aircel have said they do include Marathi in their IVR, there have been numerous threats for not including the language in their IVR system.

 

 “Some people threw three stones wrapped with MNS flags at the glass door. By the time we went out, only media persons and other people were standing there,” said an employee who identified herself as Sabina. “They said the culprits had come on motorbikes and had fled after pelting stones.”

 

Actions are being taken to hopefully, stop and ratify the issue. The Bandra police have registered the case and are hoping to enlist the help of the media to find camera footage to identify and prosecute the attackers.

I guess we'll have to wait and see the outcome of this controversy. Let's just hope these attackers don't turn to more drastic measures.