India's obsession with fair skin is legendary. And, thanks to it, the multi-billion dollar fairness cream industry is laughing all the way to the bank. Yesterday's report in the Sunday mid-day highlighted the research by Tata Institute of Social Science on the worrying trend that has only picked up pace over the years. The report states that 59.6% of women and 46.1% of men surveyed had used fairness creams at some point in their lives. Even sadder is that the 63% were in the age group 18 to 24.

A report released in June 2017 by the research firm Global Industry Analysts had pegged spending on skin lightening across the world at $31.2 billion by 2024. Why this obsession with skin colour? Children as young as six are forced to rub household condiments into their tender skin in the hope of defying genetics. Fair skin is perceived as an advantage in a cut-throat job industry or in the marriage market. Check the matrimonial ads anywhere and fair skin is one of the most-wanted criteria for a 'good match'.