Ladki Gori hai kya?

Possibly one of the most frequently used words in Indian songs is ‘Goriya’ (A Fair-skinned girl).  Someone with a lighter-toned skin is not only respected in society as intertwined with traditions as India’s but also looked upon as compared to people with darker tones. Underlying the growing popularity of skin-lightening or fairness cosmetics in India is one of the most baseless biases experienced
and practised. Yet, the overriding importance of skin-colour especially in the context of marriage has been largely unaddressed.

Shaadi.com, an Asian matrimonial site when removed skin tone filter which allowed people to demand specific skin colours in a bid to show solidarity for lives matter revolution that’s when I realized how deeply rooted this cliche has been. An average Indian woman with dark skin but all other qualifications will end up not getting the job because she doesn’t look ‘Presentable’. Apparently, being presentable is being Fair!

You know what a normal advertisement formula of fair and lovely looks like:

The boy comes to see her,
She is dark but mannered.
Gets rejected. The next she uses fair
and lovely, gets accepted.

Fair and lovely, while miracle, whole beauty almost every other brand targets at a fair hue. So if you aren’t fair, get a treatment for it beside you don’t fit in with us. You bring negativity, ugliness and an unindianised approach. More than $400 Million worth of skin whitening products are sold each year in India. Skin lightening cosmetics market in Asia alone is valued at $13 Billion. These products have been around for a very long time making them a symbol, a cliche of fair skin.

If we see matrimonial ads and classifieds, all they have is this complexion demand. When 75 per cent of the Indian population is brown coloured, why hung your interests on being fair?  “The Disney princess or a barbie doll should be fair” was what I thought of being an 8-year child. They understandably explain how even children are exposed to the nuance of fair coloured beauty and not their own skin. These minds will then hate their skin growing up owing to the society which never accepted them.

As much as it is a social issue, it also an issue with the corporate world. Industries associated with fairness treatment, lasers are booming so much that even though someone tried to come over it, they pull then harder. It has been causing black and brown women to lighten their skin, to change themselves. Laser treatments destroy melanin in your skin, basically destroyed what was gifted by nature.

A deeply rooted prejudice is pushed further with famous celebrities endorsing it. As much as it is a need, it is our responsibility to create a world where all skins are respected. No one is exempted from society for being dark coloured. This only can be achieved when you accord yourself in the first place.

Love and nurture what you have got. That is the most caring treatment you can give yourself.