India’s popular “fairness cream” a sign of deep racism
January 20th, 2010 by Wil Robinson
In light of Senator Harry Reid’s racist remarks about Obama (get it – in “light” of!), and Rush Limbaugh’s overt racist comments about Haiti, I bring you: “Racism: Bollywood Edition.”
When President Obama was elected, it was hailed in India as a sign of racial equality - as if it were some kind of achievement on a global scale. Indian pundits and writers opined that America had finally crossed the racial barrier the rest of the non-white world already had – and most Indian media implied that this was a non-existent barrier in India (because they aren’t white).
Oh, how wrong they are.
Meet one of India’s most popular products: fairness cream.
Really, when you think about it, the idea of putting lotion/cream/powder on your face to make you look white(r) goes beyond even the kind of racism America is dealing with 150 years after the end of slavery, and 30+ years after the end of Jim Crow. Say what you will about American racists – at least they don’t have the kind of power and persuasion that would make American people of color try to make themselves white (at least, not overtly).
The advertisements are everywhere – over bus stops, on giant billboards, interspersed throughout mainstream magazines, in stores, on TV…almost everyday I run across some Bollywood celebrity advertising some shit that is supposed to make you pasty.
It’s shameful. Sickening. And the actors (using that term loosely –if you’ve ever seen a Shahrukh Khan movie you understand) that endorse these products ought to feel ashamed and beg for the forgiveness of their fellow Indian citizens for insulting them.
The infatuation with light skin can’t be blamed on the British. There has always been a connection between skin color and caste in India, though overt displays of the caste system are less pronounced nowadays. In India today, caste usually is manifested more as class. Most upper-caste/class Indians are lighter skinned, and most darker Indians are lower class (though being light-skinned doesn’t automatically make one upper-class/caste).
Marriage proposals and personal ads consistently request a “fair” bride/groom. Almost all the actors in Bollywood are fair-skinned, and ALL advertisements use only fair-skinned Indians (I’ve been actively looking for any advertisement over the last 3 days that uses a dark-skinned Indian – who isn’t playing the role of someone’s servant/assistant/peon – haven’t found a single one).
![[...it's worth noting that none of these products contains SPF protection...]](http://www.internationalpoliticalwill.com/wp-content/uploads/2010/01/neutrogenacream.jpg)
[...it's worth noting that these products are cosmetic only - none actually contain any SPF protection...]
The actresses that get the most attention and enjoy the highest status seem to be those that can look the “whitest.” Going strictly by media, one might surmise that India is a country of light-skinned people – but my experience with the 20 million people in Mumbai everyday is that fair-colored Indians are a minority.
The worst part is what this social standard does to children. The young teenagers I work with twice a week aren’t exactly privileged. They have more than enough factors working against them in life – low income, a piss-poor public education, disease, malaria, malnutrition, stunted growth, some (not all) with abusive/negligent parents, and cultural norms that put the females at a disadvantage.
But to top it off, their favorite Bollywood stars are telling them that beauty and success is skin-deep.
![[...I like how this one uses the phrase "white perfect"...]](http://www.internationalpoliticalwill.com/wp-content/uploads/2010/01/loreal-perfect.jpg)
[...note the use of the phrase "white perfect"...]
One of the girls in the class has said to me more than once that she “likes my skin” because it’s “so fair.” Another tells me she wants to go to America because “all the people have so fair skin.” Comments on the “nice” color of my skin are a regular occurrence (though I always disagree with them, pointing out that in the sun I burn quicker than a piece of toast, and that America is full of people of all colors).
A young 14-year-old boy in the class wants to be an actor. Even if he were fair skinned, the chances of being an actor are ridiculously small. But I can’t help thinking that if he did get into some Bollywood producer’s office, they would only see his dark skin instead of his skills, engaging personality, deep voice, and intelligence.
It isn’t just the under-privileged children that have been indoctrinated with an inferiority complex over skin color. After a dinner with three upper-middle class Indians last week, we took a group picture – and I overheard the Indians remarking that “they look black next to us in the photos.”
So what? Why is that something to feel bad about?
America might be faced with serious issues regarding race, but make no mistake – the country offers more things for more different people than any other place in the world. Sen. Reid’s comment and Rush Limbaugh’s lunacy might be exceptions – but at least they are that – exceptions.
There is no decent market for fairness cream in America. Actors, celebrities, and people in advertisements are not limited to a lighter shade of pale. American children can dream of becoming anything they want when they grow up – regardless of skin color – and Obama’s election proved that to be true.
But if Indian media want to claim President Obama is proof of some kind of global “progress” in race-relations, they better realize one thing:
It was America’s progress – not anyone else’s.
And as long as influential Indians continue to endorse fairness cream, telling their fellow citizens that skin color matters, India won’t be making any similar progress.
Tags: racism, shahrukh khan, harry reid, media, India
The lightness-whiteness trend is also vogue in China and Japan. Big business, big dollars.
Bill–
I think the China/Japan issue is slightly different. Chinese & Japanese already are white - so it somehow doesn’t seem as wrong as a society where people are all shades of brown. Also, when I lived in Japan, most of the white cream stuff I saw also had SPF protection in it…so there could be some kind of health factor involved.
Kim G. pointed out that whiteness cream was used during the Elizabethan period (sometimes with harmful/deadly results…). So it’s nothing new - but Britain, Japan, and China all are essentially “fair skinned” to begin with - India is not.
I understand the whitening cream used in Japan is a throw back to class. Upper classes did not work outside, hence were whiter than the farmers (have a look at some old photos, Japanese people used to be darker due to agriculture being a major industry). Given the generalisation that everyone wants to appear better, richer, or of a higher class, I would argue the cream reflects more of a class dispute rather than racism. This theory is also evident in other asian and african cultures.
I liken it to western culture, where to be tanned is still considered healthy and a sign of possible wealth (more free time, therefore more time to have fun outside).
Hey Jon-
Nice to hear from you.
The thing is that in Japan, “white” is the natural state. Skin color isn’t dark because they are born that way, it’s dark because they are tan. There’s a big difference between being “tan” and being “brown.”
India is different - the natural state of thing is some shade of brown, no matter how much they avoid farming. Moreover, telling people who are naturally brown that they need to be white goes beyond class - it is racist because it’s telling them “no matter how high your class is, if your skin isn’t white, you don’t fit in.”
Thus, the whitening cream in India is a way for people to try and transcend race - not just avoid the effects of working in the sun.
As I am not American, so I cant really verify nor argue the following… however I find it interesting there has allegedly been reports amongst the African Americans resenting the fact Obama is too light…
The post reminded me.
Im afraid my India genetic knowledge is not up to scratch, so I’m happy to bow out of this string of comments.
Wil - This is fascinating. Thanks for bringing this to our attention. I plan to link up to this post.
Dude, I don’t know how many black Americans you hung out with here, but it’s there also. Ever heard the expression “keen” nose? “Light skinneded?”
Latin Americans also have an upper class that is mostly white.
— guero — (pronounced whe-doe) means light skinned or blondy, or whitey. Sometimes derogatory towards whites, but usually affectionate when referring to a latino.
I’ve heard people compare the use of fairness cream/skin lightener to white people’s use of tanning booths, self tanner, and the practice of sunbathing. Living in Mumbai, I think there’s some significant difference. But I’m not sure if it’s a matter of degree or some fundamental difference. I’m not sure if I can even accurately describe it.
I’ve heard many white people (and some non-white people) say they are attracted to exotic-looking guys or girls with dark features. And here in India, there seems to be some preference (certainly as evidence by the overwhelming preponderance of Greek-looking (light-skinned, though dark-haired) Bollywood starlets) for fairer skin. And I’ve heard girls say, “He’s handsome, even though he’s dark.” However, I must admit that, though such a comment - which seems a mild preference for light skin - may not be ostensibly different from the aforementioned preference for exotic (read “dark”) looks.
But there’s some level of status about skin color here that’s not there in the US (of course, you have racism there, and many incremental degrees of it, much based on skin color - the more one debates it with oneself, the more difficult it is to see any clear-cut difference). But, for example, here in India, skin tone is mentioned in almost every matrimonial ad (as you’ve said).
But then, we have SWF vs. SBF in the personals. Hmm…
I’m reached no conclusions, but I offer up my inconclusive ramblings for perusal.
(And, Wil Robinson, I think you will find darker Indians getting chances to advertise products in the south…but, of course, that’s because people trend darker there.)
(I think you have a picture of Deepika Padukone holding the Neutrogena product there in your post - when I noticed her becoming popular, I was encouraged that there was at least one somewhat dark actress (maybe in addition to Bipasha Basu) who seemed to be considered attractive. But when I saw her on TV, admonishing me that even an hour in the sun can set my fairness plan back by TWO WEEKS, I was crestfallen, to say the least.)
Hi,
I am tina, i was born in India and brought up in different south east asian countries.
I have observed for the past many years that in China,Japan, Korea, Indonesia etc.People push alot on such products in the form of capsules for consumption, fairness creams, overnight masks or a full body whitening spa. Not all of these treatments or products are available in india, even though there is a demand for it.
I am not trying to proove any of the statements above as ‘wrong’ but it has been exaggerated. The issue is big no doubt, but the size of the problem is not astronomical.
Now gradually, indians have become more comfortable with their skin thats why actresses like deepika padukone, priyanka chopra sizzle on the screen. Bipasha Basu is known for her well toned figure.In the 80’s the scenario was even worse.Therefore there is definitely an improvement in the mindsets of people, their thinking, they understand the irrationality of color differentiation.They understand external beauty as in whole(good body,sharp features,hair,face) etc.A very fat fair woman is definitely not beautiful in india or anywhere.
Indians, i assume are gifted with big eyes, sharp nose etc so unlike any korean, chinese or japanese women they do not undergo eyelid surgery to increase their lashes,nose job or redefine their brows or fuller lips.I myself have an extremely light skin, which i do not enjoy, since i suffer with rosacea.I personaly prefer husky looks.
Anyway the point is,beautiful has to be a combination of healthy clear skin,good body and mind.
Now coming on the product endorsements as above, they have been strictly commercial, for money. The actor ,actresses did not think much before doing so except the big $, i do not support myself. But the picture of Aishwarya rai is morphed. Im sorry to say that because she once rejected the offer to do an advertisement for promoting a lightening product.So whosoever uploaded it, she endorses Loreal age lift(the red one, Anti ageing series not the whitening series).The whitening series is endorsed by Sonam Kapoor.
Now back again to south eastern countries-people in the villages of wuhan china and chinese districts are darker than their other chinese counterparts, same with indonesians and even thai. These whitening capsules for consumption and maximum whitening products were initally made by the chinese,indonesian,japanese.Then globalization took place and things spreaded everywhere, so naturally indians who feel this way for their brown skin, do use such products. The root problem is education, their family upbringing.Conservative families teach their children so, they interpret, learn and practise the same way.
Being the second largest population on earth, you cannot blame indians as in whole for racialy discriminating. The north indians (Kashmir/Punjab)- are extremely light as caucasians with blue or green colored eyes also, as u keep going towards the south of india u keep on noticing the color change, its due to the weather and tropical climate.So, the racial discrimination between the northies and southies and comparison to caucasians urge them to buy these products.Even one more thing, the concept of sunscreen, few years back was not very prevalent in india. It was almost invisible so people who naturally had bright skin actually got dark in the sun due to lot of outdoor activities. So instead of using sunscreen which was not in their knowledge they used fairness creams instead and till now u will find this happening like an epedemic. Just lack of awareness.
However, i am very optimistic about it. The way india is developing, its people get educated the right way, they understand the fraudulent practises of advertisements selling lightening creams and the harmful chemicals in it,the absurd obsession for light skin ,one day they themselves would curb it and live in a very harmonized way.
India was a land of originally dark skinned people. Alot of invasion and migration of lighter skinned people from other parts of the world has brought alot of racist attitudes there. The British rule would have enforced this racism further. White skin is seen as an authority, a sign of power. Even the caste system in India was created and skin colour played a huge role. Caste system was created by the descendants of the migrants to marginalise the original people of India.
Same happens in parts of Africa. Alot of dark skinned people have lost all self esteem and love for themselves. Thats why this fairness skin cream thing is so big.
But the dynamics of this will slowly change.
And the woman Tina above me has got the skin colour gradient wrong. I will point out as a tamilian myself that most dark skinned people in India live in the North East (bengal area) and not the south (South probably has second most number of dark people). There are dark skin people scattered all over the subcontinent. I have seen no shortage of very dark skinned Sikh Punjabis. Ofcourse they are called low caste and suffer from racism also.
Even in pakistan. Check famous Pakistani drummer Pappu Saeen on youtube. He is black.
This is a really troublin issue. I agree with UGK. But to the author of this paper, i must add this does exist in America to some degree. Tyra Banks has done a number of shows questioning and discussing why African Americans prefer lighter skin, less Afro looking hair and sometimes even use skin “bleachers” etc. She even asked Ashwaira Rai about the issue in India and Ash totally denied. Ever wonder why the black female celebrities are lighter blacks, and Hispanic celebrities are generally lighter as well? I agree with Tina that nowadays bollywood stars are less white wash looking, but I suspect it has to do with the fact that they’re still copying Hollywood which now has tanner celebs than in the past. And Tina nowhere in India do people look Caucasian, Punjabis/ Kashmiris might be lighter than the general public but they don’t look Caucasian at all.
I am Indian American and everything this article states is in fact true. The couple of time I’ve been to India I am SHOCKED at how obsessed they are with skin color. I mean it comes up almost everyday in conversation. There is HUGE difference between a white person wanting a tan to get some color and an Indian person bleaching their skin. I have never heard anyone white person in America blatantly called ugly just because they didn’t have a tan. On the other hand a person who is not light in India is called ugly to their faces. I have seen it and experienced it first hand.
I had a complete stranger come up to me and tell me I was beautiful because I was “white” in his eyes and the gorgeous woman standing next to me was ugly. When I had informed him in a most most angered and disgusted manner that the women he was referring to was my sister, he could have cared less and kept on spewing his idiocy. I remember that to this day. By the way my sister is EXCEPTIONALLY beautiful. This man did not understand that he had not complimented me but had insulted me on so many levels and he obviously hadn’t been trained to comprehend or even care about his stunted behavior. I yearned for a deep tan all the while there.
i am buy one light cream
There is a difference between racism and this. Yes, In India people often prefer fairer skinned people then darker ones but this article … I have to make clear some obvious things.
1] Atleast Two of the images have been photoshopped (1 is glaringly obvious).
2] The author loves East Asia and has a dissent for India. If the dear author doesnt know about the craze for white spouses(specially the asian girls after white western husbands) in Korean/China/Japan then he needs to update his general Knowledge.
3] The author doesnt know the meaning of the word racism. look it up a dictionary.
4] To the so called Indians posting in this thread.
Please read a bit about history. To the non Indians - Indo-Aryans are termed as Caucasoids(people of causcus mountains). You can look up a book of anthropology if you want.
5] Forget India. 90% of the world wants fairer skinned people as partners.
6] Read up Out of India theory. Wiki it if you are a layman. A theory which would never be accepted as it erodes the theories of the west completely.
Being a dark skinned Indian of one of the so called “upper castes” i myself have witnessed this sort of disgusting and outrageous behavior within my own relatives.
Comments like “why you are so dark when your family is so fair” are common..my parents themselves used to comment on the African-American people on T.V on how they look like ’sakulians’ or the dalit people who used to clean houses.
Similar opinions were echoed by many of my friends when i did my engineering in one of the prestigious ‘National Institute of Technology’. With some of my close Brahmin friends confiding to me that they thought they always referred preferential treatments even on small levels like special attention from waiters in a restaurant and others explicitly stating that they found dark looking people similar to apes and they could never dream of them or their children marrying one.
Another one of my friends from the even more prestigious chain of “Indian Institutes of Technology” told me of how his family thought that the epic Ramayana had actually happened and the monkeys who fought alongside Rama were the darker skinned South Indians who he thought were the earlier Neanderthals who evolved into south indians and that the Brahmins and the North-Indians were part of an Aryan race.
Putting up with such torments on a daily basis used to make me depressed and somehow subhuman but my big break came when I went to America to do my MS..most people found my sharp features and dark skin beautiful..racism still does exist on some levels here but it is significantly turned down.
The sort of racism in India erodes away ones own self-esteem especially when when it occurs on a daily basis during ones childhood though i used to be a straight A student.I used to be shielded from the sort of blatant racism in India as i did my kindergarten in London. We shifted to India to do my primary schooling and there in my first grade my friend teased me as ‘kallu’(black) i teased him back as ‘gora’(white) and wondered why he did so..my mom put it to me in simple terms “its ugly to be black and its stupid of you to call him back as ‘white’ beauty is not important and you are special as you get good grades” somehow that wasnt consoling and my teacher made it even more simpler when i complained “he is just telling the truth..you are black” my little brain couldnt comprehend why they were calling brown black.
Let me start by saying i live in India and i am 17 years old and i personally hate all this hegemony bullshit i realize we were better off before independence we were fighting for our independence were full of nationalism were ready to doe for our country and many tens of thousands did the country was full of patriots but somewhere we in India hate change we elect the same government each year unless it is involved in a multi-thousand crore scam (100 crore = 1 billion).My generation is totally without any real world values like courtesy ,basic manners (most of them) they think speaking English well makes them “elite”.my country was better if it was ruled by our greatest patriot Subhash Chandra Bose and i wish it had adopted the socialist model .Back to the point i, i implore all of you stupid ignorant pigs who fall for these fairness ads and it’s not how you look but how you feel a fraction of great men and women were great looking.being fair skinned is not equal to being beautiful you insects .i think my government needs to make a law banning these creams and persecute all these movie-stars who spread the wrong word a infection among our society it is appalling how no body no politician no person no body has spoken against this crass.be proud do not make petty divisions you are not a Punjabi you are not upper-class nor middle class nor dalit or from any caste or colour be proud be a Indian. Jai Hind!!
I think there is a lot of finger-pointing at the East Asians (who, Vin, are not even mentioned in the original article - so why would the author ‘love’ them?) which screams of denial to me. ‘Look, they do it too, in fact they are the ones that made the cream, us Indians had nothing to do with it’.
As someone who has lived extensively across East Asia, SOME people in China/HK/Korea have an inferiority complex vis a vis Caucasians (usually those who have been Westernised or educated overseas) but (thank God) this self loathing is nowhere near as ingrained as it is in Indian society. This is quite logical if you think about it; the language barrier means less scope for (say) Chinese to be influenced by Western culture, and most of East Asian was humiliated by Western powers, but not colonised by them.
And all the denial and shouting in the world (Im looking at you Tina, Vin) won’t change this fact. Change yourselves and get some self respect rather than trying to pass the buck to East Asians.
garnier is best one of fairness cream for men
White people tan, dark people lighten their skin. Asians remove their eyefolds surgically, blacks get their nose narrowed, redheads dye their hair, fat people wear girdles, thin people wear butt pads, women with big boobs get reductions, women with small boobs get padded bras, bald men get hair transplants, hairy men get hair removal.
Humans are never satisfied with themselves.
As a white guy who is attracted to Indian women of all shades and tones it’s a little bit disappointing to learn about the existence of these ‘fairness’ creams.
But, I’m comforted by the fact that my girlfriend, Anisha, loathes the creams.