Spotlight: Colorism in India

Introduction

Unfortunately, many Indian girls have heard the phrase: “stay out of the sun,” in their lifetime, and it's not out of concern for health, but has to do with skin color. India is famous for its incredible diversity, but it also deals with the tough issue of colorism—discrimination against people with darker skin tones, often within the same ethnic group. This problem has deep roots in Indian culture, worsened by British colonization and of course, Bollywood.

Dangers of Skin Lightening Products

Skin whitening products can be dangerous and come with a host of potential health problems. Some contain harmful ingredients like mercury, which can lead to poisoning and damage the nervous system and kidneys. Other risks include skin irritation, uneven pigmentation, and even permanent darkening of the skin. Despite this, almost 90% of Indian girls view skin-lightening as a high need.

Gender Dynamics

Gender plays a huge role in colorism. Women face immense pressure to conform to beauty standards that favor lighter skin. Products like Fair and Lovely (now Glow&Lovely, but the damage is done) target women, pushing the idea that lighter skin equals beauty and success. As a result, women are 2x more likely than men to use skin-whitening and bleaching products. This pressure leads to serious issues, including mental health struggles and even violence, like in cases of harassment related to skin color. 

Pop Culture

Young people in India, especially those aged 15-24, are heavily influenced by popular culture and media. Bollywood, notorious for its use of 'brownface' and promoting lighter skin as desirable, reinforces harmful stereotypes. The Advertising Standards Council of India (ASCI) had to implement guidelines that ban negative depictions of dark skin, however, many more indirect ads continue to be made. This media exposure leads young individuals to internalize these biases, continuing the cycle of colorism. Many of India’s most prominent faces’ skin tones are virtually indistinguishable, something that is noted by many who watch Miss India, a beauty pageant.

Colonial Legacy and Modern Implications

British colonialism entrenched colorism in India by favoring lighter-skinned individuals and dehumanizing those with darker skin. This legacy continues to affect societal attitudes and self-perception among Indians, with darker-skinned individuals often facing discrimination in various spheres, including employment and social status. This linked skin color and social class in Indian society, and this continues today. 

Conclusion

colorism's impact is multifaceted, intersecting with various aspects of identity such as class, gender, and age. Young women face the dual pressures of societal beauty standards and expectations related to marriage. The popular marriage website, Shaadi.com, removed the skin-colour preference only in 2020, showcasing the depth at which colorism has invaded Indian society and cultural values. Media representations further complicate these intersections, often sidelining or misrepresenting dark-skinned individuals. Tackling it requires an integrated approach, acknowledging the intersections of class, gender, and age. Being aware of how colorism came to be and its impacts will help us recognize exactly what kinds of steps can be taken to address this issue.