Home » DesiPundit, Discrimination, It Happens Only in India

More kabhi kabhi “fair” mein

From Santosh On 9 September 2009 View Comments

CNN International has this curious story on the prevalent fairness cream craze in India. [CNN]

Curious because CNN treats an age old social issue like it’s a new fad. Basically the article is a segue into comments by Indian Member of Parliament, Brinda Karat, who labeled the concept behind such creams “racist”.

“Basically if you need a job you have to have white skin. If you want a good partner, a companion you need white skin and you always seem to get it once you’ve used the fairness cream. Basically I think it’s completely racist and highly objectionable,” says Brinda Karat.

While the use of the word “racist” in this context is debatable, it’s tough to disagree with the basic premise of her arguments. The commercial manifestation and success of an age old social stigma is nothing short of shameful and disturbing.

For your viewing pleasure below are some of the fairness cream ads targeted at men. The basic premise is such, a fairer skinned model in a desi version of blackface, is enlightened of the “benefits” of advertised fairness cream. The first one takes the cake, not only does it further the social stigma on darker skin but also creates its own stigma – men should not use the same cream as women.

More fairness cream stories on Über Desi:
Kabhi kabhi fair mein
Who wants to be gora?

Looks like you are one of our regular visitors. Here is our RSS feed, just another way to keep up with the new posts.

  • Misha,
    All fair points. However, I don't think the outrage is sudden by any means. It's just that the outrage is going mainstream over the last couple few years.
  • Misha
    To be fair (pun unintended!) the concept of fairness creams for men is indeed a "new fad" and my reading of the CNN article gave me the impression of it only making that claim.

    Calling it racist may not be so unjustified either since it is after all us as a people holding on to our colonial ways and equating a person of lighter complexion to a a "Mem" or a "Saahib". Further back is the Aryan depiction of all asuras and those belonging to "low castes" as being being dark skinned and evil.

    That said, fairness creams for women and stupid ads for these fairness creams have been around for decades. Suddenly now that the "evil" is targeting the dark skinned male people are outraged? On the one hand it is perversely gratifying because at least now there is less of a gender bias in the targeting of such stupidity. On the other.....oh well!
blog comments powered by Disqus