In the past few weeks, HUL dropped 'fair' from Fair & Lovely, and Shaadi.com shut down its 'skin tone' filter. But through Bollywood, matrimonial ads and other forms of media, colorism pre-dates colonialism in South Asia, reinforcing systemic differences in caste and class
A customer picks up "Fair & Lovely" brand of skin lightening product from a shelf in a shop in Ahmedabad, India, June 25, 2020.
Image: REUTERS/Amit Dave
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