Indian culture – Feminism and Religion

Recently, a commercial made by the clothing line, BIBA, hit the Indian market. Its significance lay in its “Change the Convention, Change is Beautiful” tag. The message was straightforward – we need to change Indian attitudes regarding gender roles. At the outset, let me say there are many things wrong with the ad, especially when one stops to think how it could possibly bring about a change when the young woman in question is voiceless. In fact, when I first watched it, my own reaction was: “And just what change are we talking about here?” Upon deeper reflection, however, I realized why the commercial may indeed be a step forward, albeit a tiny one. Continue reading “Two Lives, a Marriage and a Plate of Samosas by Vibha Shetiya”

Vibah According to the Great Indian Cultural Lexicon, being light-skinned or “fair” translates to being “lovely.” A look at commercials that promise a make-over, courtesy of Fair and Lovely skin lightening cream will attest to this. [1] The definition, of course, applies to women, for that is where a woman’s identity begins and ends – within the realm of physical appearances. When the product first came out some three decades or so ago, it was mostly about being able to draw the attention of a (very often ordinary-looking) guy; the fairness/ beauty rule does not apply to men.[2] These days, things have “progressed”; the attention has shifted from the need to getting hitched to finding success in the workplace, as these messages scream out:

https://www.youtube.com/watch?v=kNU7QJXG2Tc

https://www.youtube.com/watch?v=L0_h31E9t30

https://www.youtube.com/watch?v=dGepwMtV7R8

The last one is especially cringe-worthy. The lengthy commercial, meant to be a public service message of sorts, targets women in villages and smaller towns, and goes into great detail about issues of women’s empowerment, about how they ought to think of a career now that they are done with college rather than go the usual marriage route. One of the young ladies, Manju, aspires to be a Collector, a high-ranking government official, a post usually limited to males. She works hard, and she also gets Fair and Lovely to work hard, as she happily lets us know. She eventually achieves her dream, all thanks to Fair and Lovely, of course. You decide what the audience is to get from this. Continue reading “Fair and (Therefore) Lovely by Vibha Shetiya”