India and how it endorses fairness.

Hi everyone! Hope you are all doing good and staying safe. It's important to stay positive so check out the article on 'living with COVID-19'. This article aims to analyse as to how India as a whole endorses fairness products and the importance of being fair.

Meaning of 'fair': "the quality of having light-coloured hair or a pale complexion."

Despite India facing discrimination based on colour under the british rule, India continues to endorse fairness as a ticket to success. India is also a country where the majority of people are a different shade of brown. So obsessed are we Indians with fairness that a simple search will result in 1000 hours long of videos that tell you how to become "whiter". Most with millions of views. Fair and lovely the dominant company at the moment or hold up. Yes, glow and lovely yeah yeah, but changing the name to xyz makes 0 literally 0 sense if you are enforcing the colour bias. So basically fair and lovely launched in 1975 and reinforced the colour bias and said that white= beautiful and successful. The advertising standards council woke up too late in 2014 saying that nay ads which depict darker skin tone people as disadvantaged are banned and any promoter can face 6 months in jail.

Despite 85% of people knowing the bad effects of cosmetic treatment, they go for it- in a hope that fair= lovely. Anyways to wrap up here is something which Shakespeare said.

A rose by any other name smells just as sweet

Update: I have written this article on the 2nd of September but this is an update from 8th September. Bollywood's love for fairness runs so deep that even Beyonce couldn't escape it. The song "Beyonce Sharma jayegi" which basically aims to say that "when Beyonce sees a white girl she will shy away". The song is useless and so feel free to go hit a dislike. To be honest, let's not give it more attention. This is a real-life example of India's love for fairness.

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Mumbai Mirror Unfair – and far from lovely - Mumbai Mirror, June 27, 2020 All shades of loveliness - Mumbai Mirror, June 26, 2020 The Economic Times Colour me Unimpressed - The Economic Times - Mumbai, June 28, 2020 To be Fair & More, HUL to Change Brand Name - The Economic Times - Mumbai, June 26, 2020 It’s not only fair that’s lovely: HUL to rename skincare label - Jun 26, 2020 Journey of fairness creams' advertising in India, Feb 26, 2014 Mint Godrej to drop the word ‘fair’ from its soap range; Kalpana Pathak; Aug 26, 2020 The big disruption for the cream of creams; Shuchi Bansal & Suneera Tandon; July 6, 2020 The Telegraph online Unfair love: Skin colour and caste bias - June 28, 2020 Scoopwhoop.com Meet The Women Who Took On The Regressive Skin Colour Filter On A Matrimonial Site - June 29, 2020 moneycontrol.com Why HUL might not withdraw Fair & Lovely — nearly Rs 4,100 crore annual revenue from India alone - Jun 25, 2020 BBC Shaadi.com: Dating site removes skin tone filter after backlash - June 23, 2020 The Newyork Times Johnson & Johnson Will Stop Selling Skin-Whitening Lotions - June 19, 2020 Telling India’s Modern Women They Have Power, Even Over Their Skin Tone, May 30, 2007 The Hindu Report on ‘toxic’ talc worries India, The Hindu - Mumbai - December 8, 2018 Theguardian.com Dark is beautiful: the battle to end the world's obsession with lighter skin - September 4, 2017 hindustantimes.com Abhay Deol calls out Bollywood on fairness cream ads, mocks Shah Rukh, Vidya, Deepika and Sonam - Apr 13, 2017 QUARTZ INDIA A Bollywood actor hilariously rips his peers to shreds for endorsing skin-whitening creams - April 13, 2017 Scroll.in If we were racist, why would we live with South Indians, black people around us: BJP’s Tarun Vijay - April 7, 2017