The Growing Obsession Of Indian Men With Fair Skin

We the people residing within the geographic location of Indian sub continent fall under the category of Medium, Dark Wheatish or say Olive Skin tone. According to the Westerns or English we are the perfect specimen of brown people.

Well such racism and demographic segregation is not new towards Indian by the westerners, we not to be surprised but many even have a painful experience of racism by an Indian towards an India. 

Indians carving for getting on a lighter shade is not new here it's been going on since ages now it has grown to such an extent that if one finds self being matched on the scale of shade they proudly flaunt it on TV commercials. 

Women in India have always faced bashing and had to live under contact scrutiny over their skin color but, thanks to grandmothers homemade natural remedy that had helped them to get closed to the desired skin color which matches to the Indian Marriage Market.

Speaking of Commercialization these home remedies where replaced by modern day chemical formulations packed into fancy tubes topped with synthetic fragrances which that feeds on women insecurities who constantly run behind such products to match with the so-called beauty standards. 

Many Indian men today are pretty much obsessed with fair skin because of which this fairness cream business is flourishing day by day and making a big money making opportunity in India. 

Until 2000's Men primary grooming products were limited to deodorants and shaving cream. However with the aid of market research manufacturers soon realized the scope of business by bringing in more range of products for men.

Chief Secretary of Leo Burnett Dheeraj Sinhna told in interview to QZ India that," The Men's fairness segment came about because almost one-third of the users of women's fairness cream were men." 

According the Vice Report aired on HBO said around 60% of women and 10% of men confirmed of using fairness cream. 

This brought a tremendous boom in the men's grooming products segment. In 2017 the segment saw a rise in sale by 40% and the Industry today is worth 5000 crore rupees. In a report published in 2015 by Nielson that men jumped into the bandwagon of fairness with a belief that fair skin could boost their professional prospects. 

The slogan "Fair and Handsome" is slowly going personal and making people to look at themselves the same way. 

But there are also many men aware of fact that these companies are making million of bucks by feeding onto peoples insecurities and climbing the success ladder. Celebrities like Abhay Deol, Nandita Das, Kangna Ranaut have decided to call off from such campaigns and products. 

As this awareness is now growing day by day and men have realized that they have been fooled to which companies are fining cunning ways to tackle this. "Brands will make up the new reality, and you will see proposition reworked around clear skin and glow, rather than pure fairness," said Sinha. 

It's is very disheartening that such brands are slowly changing people's perspective of looking at themselves boosting inferiority complex merely because of skin color. We must learn to love the way we are using cosmetic products isn't bad but getting obsessed with it is not a good for self and the society.

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