You can have any colour, as long as it’s white
I have a friend, a very good friend, who from time to time will throw in a casually dismissive remark about herself. Because of the colour of her skin - a beautiful, cocoa-coloured one which of course simply is not entitled in this country to be called beautiful. My friend, is one of the most beautiful people I know. Kind, to the point of being unable to say no to people who sponge on her. Incapable of being mean to anyone. Highly accomplished at what she does and hard-working. Loved by everyone who knows her. She is indeed one of the nicest people I know. Now, you may think none of this inner beauty stuff is the sort one can see in the mirror. So let me tell you that she also has a fine figure, sparkling eyes, evenly set teeth and a lovely smile. All of which she can surely see in the mirror, and yet, I can see that she does not think herself beautiful.
Simply because she has a skin tone that is the common skin tone found across our country. Simply because, in this country, there is only colour that qualifies as beautiful, and that is white, the whiter the better.
The recent ruling on a L’Oreal division being found guilty of racial discrimination is only a judicial affirmation of what is already known. Whether in France or here at home, marketers and advertisers believe that dark-skinned people do not sell. If this is indeed true, then it points to an even more pervasive problem, for it is not marketers alone who are pushing on us this idea of whiteness - society as a whole has internalised it.
I’m tempted to agree with that, although it cannot help a dark-skinned child to be constantly bombarded with images of whiteness and to be told that this is the only kind of beauty. Yet, 20-30 years ago, when atleast in India, media and television weren’t so pervasive, the craze for whiteness still remained. Almost as soon as a child is born, that’s the first question asked, ‘How fair is s/he?’ And of course the question carries disproportionate weight for girls, since everyone wants ‘fair and homely’ girls. Dark-skinned boys can make up with their achievements in other fields, but since girls must be beautiful above and beyond everything else, the weight of dark skin cannot be shed so easily.
I remember something I heard years ago when a somewhat dark girl in the distant family was finding it difficult to find a suitable boy. Someone said, well, if the boy is fair, they want a fair girl to ‘match his looks’, and if the boy is dark, they want a fair girl so that atleast the children will turn out fair! Either way, there is relentless pressure to turn into something you cannot.
What does it do to a child to constantly hear that she is in some way inferior? What does it do to a South Indian child to be told that she ‘looks South Indian’, as if that were an infectious disease? Discrimination on colour is well and kicking in this country. Leaving aside the issue of media representations, until parents and schools start confronting it head-on, a large proportion of children in this country are going to grow up with warped ideas of what beauty is.

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