i am 22 years old where as my cousin sister is 24– intelligent, socially and politically aware, qualified, attractive but it’s still me who is getting more marriage proposal and not her – WHY? Because Indian society still believes that skin colour determines a person’s worth.
My name is Aarushi kaushik, yes i am from a bhramin pandit family and I have grown up listening to comments like “tu toh kuch bhi pahen le ache lagege – gori jo hai! ” Or ” aklee mt jaa gori ldhkeo K piche ladhke Zayda pdhte hai” . I still hear these things and many more everyday even though my sister with a dark shade has a better body type and looks, she does’nt get to hear any of it. But never did our family or the society realize the problem is in the mind and not in the colour .
The preference of light skin is internalised by numerous men and women through media campaigns and film and fashion industry, around the country. Brands are becoming essential products in regular beauty routine of women and the download of beauty filters are getting higher and higher every hour but still dark girls end up listening to taunts and criticism like ” tere mummy ne charcoal khaya tha kya before delivery” ” suncream lga le or tan nahi hoge” ” acha ladka kaise milega” by their friends and family itself.
My friend had a boyfriend for 6 years and they decided to marry but my friend’s father didn’t accept the guy but one of his relatives told him “kara de shadhi ladka pasand krta h gudhiya ko, aage jaakr acha ladka kaise milega eshke lea ” just because she is dark in colour she won’t be able to get a “acha ladka” and should settle with what ever she has got. This is the problem of our society – racism, casteism, coloursim does’nt just grow they start with in our home – just cause one doesn’t share our shade of foundation does’nt mean she deserve our harsh words.
In 1975 Hindustan Unilever launched a skin lighting cosmetic cream in Indian market and i guess the sale graphics never came down because even if you aren’t that dark , people will make you believe you are with non stop criticism, judgement and comparison that you’ll start hating yourself and feeling the need to inprove your self – because fairness also equalise to success.
Coloursim does’nt just create beauty standards but also intersects with class, caste, gender and shapes the idea of womenhood in a very wrong way.
In India having a girl child is considered a burden but a girl with a dark shade is a shade of shame for the family.
It sadenss me knowing people believe gaining fair skin is a ladder of progress – explain me how!