"Every time you shame your body for wearing too much or too little earth, a continent weeps. Be black. Be brown. Be white. Be you."
― Vinati Bhole, the writer of Udaari
Discrimination is found abundantly in our society. Certain genders, races and several other communities are treated differently merely because of their inherent properties. While these issues are significant, there is a form of hatred that is often neglected: Colourism. It was first coined by Alice Walker, a winner of the Pulitzer Prize who combated discrimination through her fascinating writing, "Colourism". She refers to colourism as the "prejudicial or preferential treatment of same-race people based solely on their colour." In other words, the favouritism of fair-skinned people, not based on race but instead complexion.
Colourism is found chiefly in Asian cultures and is especially prominent in India. The agreed-upon theory is that the roots of this issue lie in our history. Specifically, the time when our country had been taken over by the British. The light-skinned British would usually only select similarly coloured Indians to promote to high administrative positions during their rule. Furthermore, realizing that the white British had all the power and wealth, the Indians got brainwashed into thinking that light is better.
Although the British rule ended several decades ago, the issue is still prevalent today in many different ways. Firstly, we can see it in the media where the most famous Bollywood actresses are fair-skinned. Secondly, it is common in older generations of multiple households, where the relatives may criticize the dark-skinned children. Thirdly, social media is a significant factor in the problem as several of their 'beautifying' filters lighten the subject's skin. Last but certainly not least, skin-lightening products. The majority of the larger cosmetic companies in India are responsible for advertising their products as having the ability to alter one's genes and lighten their skin. These occurrences have been extremely harmful to the self-esteem of several innocent Indians.
Colourism, being a physical trait, is reinforced as a 'characteristic of beauty.’ Although it does affect others, being 'beautiful' is especially pushed as a mandate for women. The aforementioned is why colourism is particularly detrimental to females. Countless ladies are encouraged to lighten their skin to be more attractive as potential life partners, or even in general. These advertisements often portray the belief that fair skin is an automatic guarantee of success or achievement. They have heard snide comments on how they are too dark for absolutely no sensible reason and have been encouraged to use creams, which is just outrageous.
Fortunately, the government is taking action against this severe issue. Last year, they proposed a law that prohibited advertisements incorrectly promoting products as remedies for several diseases and 'issues' such as dark skin. The punishment was planned to be imprisonment for up to five years and a fine of fifty lakh rupees. Furthermore, most cosmetic brands have stopped showing the darker complexion to be negative in their ads. Certain companies have also renamed themselves to promote all skin colours. In addition, marriage sites have removed the option of listing the shade of complexion in their profiles. Moreover, as the world is progressing and improving, more and more people are becoming aware of this matter and realizing the severity of the problem.
Regardless of how many ever rude, insane comments one might hear, one must remember that their skin colour does not define them in any negative way. Nobody needs to change the way they look to satisfy the prejudiced 'beauty' standards of others. We must always keep in mind that people may be unkind and say senseless things, but in truth, everyone is perfect just the way they are.
Bibliography:
Udaari by Vinati Bhola
The Business Standard
Times of India
SheThePeopleTV
The Economic Times
The Sage Journals
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