“To be dark in India is not necessarily to be invisible. Instead, in this country, it is everyone’s business to correct it or cover it up. The personal is open to public opinion, whether it makes you squirm or not.
Few Indians seem to be comfortable in their dark skin. The matrimonial classifieds every weekend ask for or offer prospective brides who are never described as dark; at best (or worst) they are “wheatish.”
So it is no surprise that a multi-billion rupee market in fairness products thrives in India. Bollywood superstars such as Shah Rukh Khan and Priyanka Chopra are complicit in the act, appearing in airbrushed, whitened versions of themselves, urging you to pick up a tube or two of the latest product. From lotions and soaps to whitening underarm deodorant; every body part it seems is could be a few shades lighter.”
True story. One of the saddest things about the way the world generally works - the best-selling beauty product in India is called ‘Fair & Lovely’. Its entire premise of course being that using that cream, you too can be fair, and consequently, lovely. Astonishingly horrible; celebrities are (as above-mentioned) complicit; people are ultimately thoroughly interpellated into demeaning themselves.