• ~ Mark Twain

    ~ Mark Twain

    "Loyalty to country ALWAYS. Loyalty to government, when it deserves it."
  • DarkisBeautiful

    Dark is Beautiful

    A fresh stream in India, promoting the beauty of all skin colours is throbbing hard against the nation’s obsession with fair skin. “Dark is Beautiful” is an awareness campaign that seeks to draw attention to the unjust effects of skin colour bias and also celebrates the beauty and diversity of all skin tones.

    DarkisBeauti1

    Launched in 2009 by Women of Worth, the campaign challenges the belief that the value and beauty of people (in India and worldwide), is determined by the fairness of their skin. This belief, shaped by societal attitudes and reinforced by media messages, is corroding the self-worth of countless people, young and old. The desire for lighter skin in India is ignited by a widespread belief that dark-skin is ugly and inferior. Fair skin is not only perceived to be a key definer of beauty, but is considered to be an essential element of self-confidence, success, vis-a-vis happiness. According to The Guardian, India’s obsession with fair skin is well documented: in 1978, Unilever launched Fair & Lovely cream, which has subsequently spawned numerous whitening face cleansers, shower gels and even vaginal washes that claim to lighten the surrounding skin.

    In 2010, India’s whitening-cream market was worth $432m, according to a report by market researchers ACNielsen, and was growing at 18% per year. Last year, Indians reportedly consumed 233 tons of skin-whitening products, spending more money on them than on Coca-Cola. The campaign hopes to halt India’s huge appetite for the so-called skin whitening products. Cricket players and Bollywood stars regularly endorse these products. But recently, film star Nandita Das has taken a stance against this craze and given her support to the Dark is Beautiful campaign which challenges the belief that success and beauty are determined by skin colour. “I want people to be comfortable in their own skin and realise that there is more to life than skin colour.” Nandita agrees that there is a long history behind the obsession with skin colour, owing to caste and culture; she thinks the current causes should be targeted first. Das says, “Indians are very racist. It’s deeply ingrained. But there is so much pressure by peer groups, magazines, billboards and TV adverts that perpetuate this idea that fair is the ideal.”

    The campaign is being promoted actively across social media and has caught the eye of mainstream media as well as has generated a huge discussion ranging from debates about attitudes towards fairness and fairness products. There is a hope that the campaign will be able to change the way people view beauty and start a conversation that will help alleviate prejudices related to skin colour.

    • Rajesh Sharma

      Good read. Thanks for writing it, Varsha.

    • Desh Ki Awaaz

      Good to read this article…as i didn’t know about any such compaign.

    • Aditya Kalia

      Hum kaale hain to kya hua, dilwaale hain!!

    • Anuradha

      Agree, rather endorse the thought. But, in a land where Matrimonial columns are flooded with Fair,……. Bride Wanted or else Groom wanted for Fair,……. girl, its not just a fad but almost the belief system. Infact its stronger than even the faith that one might have in his/ her own religion. Sad part is that not just here but also in other romantic tales, Hero has to be tall, Dark & handsome whereas Heroine would always have the skin like porcelain.
      Come to think of it, features and grace have always held equal maybe a bit higher place as compared to skin color in ancient scriptures in India and we are the ones who lead the sales for Skin lightening….oops whitening product market…..
      Was just browsing Google on dark skinned beauties after reading this article and you know what did I find….. Get Fair skin in 15 days ad right under the 15 Dark beauties pics…. tough journey

    • Pradeep

      The biggest Super star of India is Shri Rajinikant and also the most adored & most paid as well. Now these morons at desperately seeking market for Fairness creams are now targetting Males as well. Its really so stupid for them to market different “Fairness” creams for Males 7 females. First let them use these so called creams on pigs & buffalos to prove its effectiveness. Cheats to say the least