India is a country obsessed with fairness. The desire for white skin is embedded in its very culture and presents itself in Bollywood advertisements family advice the Internet and every other form of expression available. Women in villages drink lots of dairy and stay away from eating dark foods during pregnancy so they can have ‘white’ children. Matrimonial ads show a bevy of postings with both brides and grooms looking for fair and beautiful or handsome partners. In fact in the Indian culture fairness seems to be a necessary requirement in order to be considered beautiful and worthy of notice.