It actually went pretty well for Twitter boss Jack Dorsey on his journey through India. He met the prime minister, joked about nasal piercings with the Dalai Lama, meditated with Shah Rukh Khan, the country's most famous actor. But then this photo appeared - and suddenly it was over with the good news.

The photo shows Dorsey with six Indian journalists and activists. The Twitter boss is wearing a black cap and sweater. And he holds up a poster that says "Destroy the Brahmin Patriarchate". It is the amalgamation of two demands: that of an end to the rule of men and the end of caste.

The picture did not look good on Dorsey's own platform. Well-known Indian authors and intellectuals, especially those on the right, accused Dorsey on Twitter of spreading hatred against Hindus; they called him a racist. They asked why a foreigner, not even a connoisseur of the country, but boss of a tech company, interfering in foreign affairs?

Others were less prudish. They called for "a lesson" from Jack Dorsey, hashtag #JackAss.

Damage limitation in the future market

It was exactly what Dorsey's firm promised to limit in the future: anger and hatred, shared a thousand times, a society in perpetual indignation.

And what did Twitter do?

The company apologized. The poster does not reflect the opinion of the company or its boss, but is an attempt to hear all sides. A high-ranking employee, even Indian, apologized in the comment columns of known Twitter users. It was the attempt to mitigate damage in one of the largest future markets in the world. But he only made it worse.

Indian activists and liberals became active. They demanded a clear statement against discrimination against low-ranking members. Twitter support the patriarchate? It was an absolute debacle.

Social media are popular

Dorsey had actually come to India to polish up Twitters image - and to keep his company growing. Indians love social media. Premier Narendra Modi is the politician with the most followers after Donald Trump. Twitter was the starting point of important social and political movements.

In recent years, however, the platform has gained a reputation as a reservoir for trolls and bots. Here, similar to WhatsApp, false messages spread, which have led in some places to murder and manslaughter.

Dorsey's trip should be a nice journey, with good food and beguiling photos. Twitter loves India, India loves Twitter. That should be the message.

pic.twitter.com/JKf0au894K

- jack (@jack) November 10, 2018

It's not clear if Dorsey, who was in India for the first time, knew what kind of poster he held up there - and how sensitive the topic is. Brahmans make the top caste in the Indian caste system. Although the caste system is officially banned in India, old standards continue to exist in many places. 19 out of 20 marriages are made within the caste. Although Brahmans are a minority, they often occupy important posts in politics, the media and the economy.

And even if, for example, Dalits, formerly outlaws, have been able to improve their economic situation in some cases enormously in recent years, they are still victims of discrimination - and also of crime.

Also a place full of hate and malice

By the way, Dorsey got the poster from an activist; She later said there was no time to talk to him about it.

Instead, the Twitter boss and the women discussed their experiences on Dorsey's platform. Journalists face constant attacks in India. They are abused, they are threatened with murder and rape.

Twitter did a lot of good. News spread millions of times in India thanks to the service. People who would never have been heard here have got a voice, including women. But Twitter is also a place full of hate and malice.

Jack Dorsey will be able to confirm that.