Who Is The Real Enemy?

By Kavitha Emmanuel | Founder & Director of Women of Worth

Photo Credit: Zippora Madhukar Photography

Have you ever wondered where skin colour bias originated from? I have. And frankly speaking, there is no simple answer. Skin colour bias is so much a part of our culture that if we tracked it down to see the real enemies it would possibly point to all of us, our families, our extended families, our society, our ancestors etc. 

We are all guilty of either propagating or tolerating this age-old bias. Most people are unaware that such a bias can actually affect people in a deep way.

Photo Credit: Zippora Madhukar Photography

A campaign like, ’Dark is Beautiful’ (by Women of Worth) has as its core mission the task of exposing the issue, educating people on its effects on society and encouraging those who have experienced trauma because of skin colour bias to regain their confidence and self-worth.

Since our petition on Change.org to ‘take down’ Emami’s discriminatory “Fair and Handsome” ad, many have asked us the question: Why not other brands? Why only Emami? Why only Shah Rukh Khan?” Are they the only ones who are guilty of ‘unfair advertising’ or responsible for skin colour discrimination? 

Not at all! If we had chosen some other brand’s ad, we still would have faced this question. Change has to begin somewhere. 

The word ‘petition’ actually means ‘request’ or ‘appeal’. By posting a petition we are actually requesting Emami and Shah Rukh Khan to ‘lead the change’. 

Be Yourself: Be Dark, Be Beautiful

By Lydia Durairaj

Have you witnessed any of these statements or realities around you:
• Buying Double-whitening-action cream to get fair in three days?
• Not casting fair-skinned actors to play the role of a housemaid, the evil nemesis, or the outcast?
• Families looking out for a ‘fair bride’?
• Making pregnant mothers bathe in milk and saffron and eating lots of nuts so that the child is born with fair skin; and if that doesn’t work, then buying the double-whitening-action cream?

These ideologies have not changed since the days of our grandmothers. For generations now we have been saturating in the belief that dark skin is undesirable – to the point where we, consciously, start to discriminate and create divides between the fair and dark skinned people.

Even in the 21st century, when issues like poverty, hunger, and war are ravaging our lands, we have contributed to the booming half-billion-dollar skin whitening industry.

Advertisers play on our insecurities and market products that endorse discriminatory philosophies