Why Priyanka Chopra even bothers to use Pond’s Fairness Cream after being crowned as one of the most gorgeous lady in the world? Why John Abraham the heartthrob of Indian Film Industry, also a g_y icon, chooses to advertise for Garnier Activz Men- fairness cream for men. And fishes (like SS) becomes the prey.

In reality anything less than Chanel or Chantecaille will not even make it to their Vanity Van. But it is all the money game which makes this happen. Indin fairness cream industry is pegged at 800+ crores, with our good old ‘fair and lovely’ of HUL being the market leader with 63% shares. And in this race of fairness, the Indian men are not lagging behind – men’s fairness cream contributes around 29% to the total revenue. This 29% doesn’t counts people (like SR), whose ‘fair and lovely(women version)’ is kept locked in their closet and is only used when none is around. Fairness indeed does have a cost or may be they are too shy to use in front of others. And interestingly, the first fairness cream for men, ‘fair and handsome’ advertisement brought into light the plight of men secretly using women’s fairness cream.” Mard ho ke auraton wali cream kyon?”.

India, a multicultural, multireligious, multilingual, multicaste, multiethnic, etc etc etc etc is also a multicolor country. Just as shown in fairness meter of these products, the color spectrum indices of our country ranges from very dark to very fair. The western world believes that the caste system is the only thing which rots Indian society and color racism theirs. But as usual we have proved them wrong again. Even before their dark age(was it really their dark age?? I think it was their fair age as not a black soul lived on European land), we Indians were segregating people based on colors. White signified ‘good’ and black signified ‘evil’.a dn for proof you can check ancient Ayurvedic texts, which have preparations for getting fair!!

Why are we so obsessed with white? Why photo studio gives your shot an extra white touch? Why we have racist skin songs like”gori tera gaon”, “goriyan chura na mera jiyan”, etc etc?? Why Black people are teased for their color? Why our thinking is only SKIN DEEP??

p.s.

1. even white people are teased for their color now a days. (ghor kaliyug)

2.the writer doesn’t believes and supports color racism or any form of racism.

3.SS or SR could (or couldn’t) be fictional characters.

Rohit Gattani