Busting India's myths about skin color
| Mumbai, India
鈥� A local, slice-of-life story from a Monitor correspondent.
Skin color matters in India, a fact made clear by the adjectives used in personal ads seeking spouses. Suitors use keywords such as 鈥渄usky,鈥� a euphemism denoting dark skin, or 鈥渨heatish,鈥� meaning one is light-skinned, to indicate their complexions.
While being darker-complected has traditionally been considered an impediment to finding a good partner, things may be changing. April鈥檚 cover story in Vogue India proclaimed the 鈥淒awn of Dusk鈥� saying, 鈥淓very generation has its share of myths. Perhaps it鈥檚 time to bust this one. Time to say that we love, and always have loved, the gorgeous color of Indian skin.鈥�
Busting the myth that fair is more beautiful will be hard to do in India, even for Vogue. Sales in skin-lightening creams are up by 17 percent from the previous year, reported marketing firm Nielsen Company late in 2009. One Indian advertising executive, who worked on a skin-whitening campaign and wished to remain anonymous, explained the growth by saying that 鈥渂eing fair is seen as a passport to getting the ideal partner.鈥� These attitudes are also reflected in India鈥檚 thriving film industry.
鈥泪苍 Bollywood, there is a premium on being fair. Dusky actresses ... aren鈥檛 considered glamorous,鈥� says filmmaker Jag Mundhra.
Some point to the discrimination as representing the flip side of globalization and economic liberalization. Vijay Prashad, professor of South Asian Studies at Trinity College in Hartford, Conn., notes that 鈥淲ith neoliberalism there has been a turn back. Previously, for example, our news presenters were not cast based on a certain image. Today, they all have a similar, fair-skinned look. This is a defeat for cultural politics in India.鈥�
Others, like Mr. Mundhra, are more hopeful about the future. 鈥淭he economic changes have meant that India no longer sees itself as a third-world country. This newfound pride will help us accept our own skin color.鈥�
Related:
