It is being called “Snow White syndrome” in India, a market where sales of whitening creams are far outstripping those of Coca-Cola and tea.
India also has the world’s second most lucrative marriage industry – the first being neighboring China – that has grown to a whopping $40bn a year spent on weddings, dowries, jewelery etc.
And demand for fair-complexioned brides and grooms to grace these occasions is as high as ever.
Full story: BBC News – India’s unbearable lightness of being