Colour me black: Fight against “shadismâ€

When three students of the University of Texas started their #UnfairAndLovely campaign on International Women’s Day, they perhaps did not realise that it would become a global phenomenon in such a short time.

Today, women and men of South Asian origin are reclaiming “their culture, their skin tone”, and are fighting the “shadism” that exists within their communities.

In fact, being dark-skinned was supposed to be a hallmark of beauty and handsomeness as per the Vedas and Puranas. But that changed when the Aryans settled here and overthrew popular perceptions.

Today, if you are dark skinned, you stand a slimmer chance of getting a job, a promotion or even a girlfriend/boyfriend vis-a-vis someone who is fairer. In fact, at a marriage, the first question on everyone’s mind is, “is the bride fair?” And it’s not that people are being narrow-minded. It’s just something that has been ingrained in us for generations.

In India, when someone says “You could have been so much more prettier if you were a bit fairer,” they are actually trying to pay you a compliment.

Global cosmetics giants for decades have sold skin-whitening products and made billions on this single presumption: Fair is better.
And that’s the myth the #UnfairAndLovely campaign aims to shatter.

Skin deep

Thankfully, voices against this “fair is better” notion have been getting louder. Joining the chorus is city girl Shirley Prathyusha, who recently shared her story in front of an audience at an event hosted by actress and activist Nandita Das’ Dark Is Beautiful campaign.

“In a country where it’s very common to have dark skin, you’re discriminated for being born dark. You are made to feel like you don’t have the right to be among other people,” Shirley tells DC.

She had also written a note that was published on the campaign’s Facebook page: “I spent 10 years of my life in self-criticism. Like a princess locked up in a tall tower, because I felt like I was cursed for being born dark.”
All the bullying and discrimination does take a toll, she admits, with self-doubt becoming part of her everyday routine.

She sends out a message to everyone who has suffered like her: “You don’t live with the skin, you live with the person and one little word can shatter a person’s self esteem. But what doesn’t kill you only makes you stronger. And it did make me stronger when I realised beauty is deeper than the skin.”

Former Ms America Nina Davuluri, who was in the city, says, “Unfortunately in our country, people think looking better means you have to look fairer. There has always been a notion that fair is beautiful".

We need to change and redefine the standard of beauty. I too have been subjected to ‘Oh Nina you would have been so much more beautiful if you were fairer!’ The notion that fair is beautiful is ingrained in our minds and there is a stigma surrounding dark skin.

“I remember when I was eight years old, I visited a dermatologist because I had a patch of dry skin on my face.” By the end of it, I asked the doctor if he had a cream to make me a few tones lighter in all seriousness. My doctor told me that dark was beautiful, and I needn't aspire to be fair.

“Growing up in America, the reaction I got was entirely different. I had people coming up to me saying that they loved my skin tone.” a lot of stigma surrounding it.”

Kuchipudi dancer Yamini Reddy says, “Considering the fact that we have various skin tones, I don’t think obsession with fair skin is good. Our skin colour is considered so exotic abroad, but in our own country we face discrimination. It’s good that they have come up with the campaign. To remind people from time to time that even dark is beautiful; we should often have these kind of campaigns.”

‘In what way are dark people inferior?’

The notion ‘fair and lovely’ is discriminatory. I fail to understand this bias. Dark skinned people are equally loving, and capable of managing difficult situations efficiently. In what way are they inferior?
I am dark-skinned, and I am a best friend to many of my friends and this is definitely not because of my skin but my ability to be a good friend.” — Vivek Venkatswamy Former MP

‘Proved that success is unrelated to skin tone’

I have been judged as inferior simply because I am dark. Judging anyone by the content of melanin in their skin is so unthinking. Go below the skin tone, discover the magic and uniqueness of each and every human being and what they are capable of. I have conquered this bias, proved that success is unrelated to skin tone. People who know me, get deeply connected to me. Dark and dusky can be so gorgeous.”
-Srimani Rao, Leader of Team Management and Leadership Program, Landmark Worldwide