Abstract:

Shedding new light upon issues of global diversity, this documentary focuses on the extent to which a "fairness fetish" has permeated Indian society. The preference for lighter, fairer skin is examined in various areas including the fashion industry and arranged marriages. Evidence of the fair skin ideal is traced back to the great epics of India, the Ramayana and Mahabarata, through the British Raj, up through contemporary society. Today, whitening/bleaching facial creams manufactured by multinational companies such as L'Oreal and Clinique accompany Indian-made products such as Fairever and Fair and Lovely. Alongside these products are advertisements warning young women that if they are dark they will never find a caring husband, they will never get a job, and they will never live the life of which they have dreamed. With a focus on the emotional and psychological impact, this film addresses the historical and contemporary factors that contribute to the pressures thrust upon Indian women by a society obsessed with fair skin.