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Ozg Lifestyle

How fare is the business of Fairness Creams?

"Mummy mujhe fairness cream lakar do na" (Mummy please, get me a fairness cream). This is a common phrase used in the Indian households full of wonderful daughters. No young lady wants to be left behind in this age of competition, even if it means altering the nature's gift of dark skin.

 

Fair skinned wife, a handsome husband and pot full of gold along with shooting Ferrari are always has been a great Indian dream. It is difficult to go beyond looks while, going for an arrange marriage. The wife has to be beautiful and presentable to showoff to our friends and relatives. The Great Indian man dreams for fair wife, and lots of money and a great vehicle to drive. Wife is a trophy that has been won with good luck and helpful relatives. Her education becomes least important, as she needs to be under educated than her man.

 
 



 

But, such dreams become merciless to the dark skinned Indian beauties being rejected just because of their color. All parents face their worst fear, if they have a dark skinned daughter. The relatives torment them to marry their daughter off, as soon as possible. It is a common belief that - highly educated girl face difficulty in finding grooms. Whereas, a fair skinned girl with simple education would do well in her married life. Also, It is assumed that lighter skinned people tend to have higher social standing, and more opportunities to succeed than those of a darker persuasion.

 

The fairness creams commercials dramatize showing the dark skinned beauty left behind in the race of life. It is only after they apply fairness cream that, they are acceptable in society. Then there is a fairness meter strip, which shows how fair you are and after usage of product, how fair you can become. As if that fairness could lead you to paradise.

 

India has been a big market for fairness products in urban as well as rural level. Indian fast moving consumer goods (FMCG) majors are now eyeing global markets after establishing their fairness brands in domestic markets. Cashing in fairness craze Indians the FMCG majors are geared up to export their fairness brands to African and other countries.

 

Every way all these creams speak the same story. And we continue to hear mothers cursing their daughters ever wishing, had their daughters been fair, their life would have been fair.

 

Ben

Editor,

Lifestyle.ozg.in