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The Miss India beauty pageant has long been a stepping stone to success for some of the country’s biggest stars.
Bollywood actresses such as Priyanka Chopra, 36, and Aishwarya Rai, 45, were discovered in the contest. This year’s contest has blundered into a storm of controversy, however, after the finalists were revealed. The 30 young women with glossy dark hair and a fair skin tone look almost identical.
The row has exposed India’s obsession with light skin and the ancient prejudices that persist. India is one of the world’s biggest markets for skin-lightening products that reinforce the notion that fairer skin is superior to dark, a path to professional success or an advantageous marriage. Campaigners have tried to overturn those caste-based prejudices. Miss India has been accused of undermining their struggle at a stroke.
Social media exploded when a newspaper showed the 30 finalists. Critics noted that not only was their skin tone uniformly pale but many of the women looked uncannily alike. In a population of 1.3 billion people the women appear to represent the same narrow strip of northern India.
One Twitter user said: “Are you certain this is not the same woman in different outfits?” Another said: “This should be named north-Indian Punjabi beauty contest.” One post read simply: “So white.”
For campaigners, the prejudice against dark skin is all too familiar. Traditional Indian art has equated fair skin with the Hindu gods. Caste discrimination stigmatises dark skin. Women experiment with skin lotions that are unsafe. A World Health Organisation study found that more than 60 per cent of Indian women regularly used lightening creams.
Resistance is gaining force, however, with the Dark is Beautiful campaign. Sai Pallavi, 27, an actress, said this week that she turned down a lucrative deal to promote a skin cream. “The standards we have are wrong,” she said. “This is the Indian colour. We can’t go to foreigners and ask them why they’re white. That’s their skin colour and this is ours.”
https://www.thetimes.co.uk/edition/world/miss-india-pageant-is-too-pale-to-be-true-vq3tdpxnd