Obsession with fairnessColourism and racism always have been a part of Indian society. A society that has still subjected to white domination, a prevalent caste system, and pervasive discrimination towards dark-skinned people and has determined to automatically connect light or 'fair' skin with authority, status, and value.
All classes have embraced our hatred for brown skin, and these rules are being strengthened not just by the media but by the personalities we associate with every day — families and friends.
It is no wonder that there is a market for fairness products here. While some of them, like HUL's Fair & Lovely — which has now removed 'fair' from its product name after years of societal pressure — have it in the title, many other goods mention 'brightening' or lightening.'
Fairness in India has been portrayed as a step to individual and professional success. It's even one of those rarest standards that applied to both men and women.