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”

I started this post just after getting back from an India trip, always very challenging because of memories that haunt me not only through their high negative recall value, but also in that I often find myself reverting to the diffident, fearful person I used to be while living there. In fact, palpitation is the first to greet me at Bombay airport even now after nearly seventeen years of being an expat. But with every trip, I also find myself evolving as a person, as a woman. And of course, it is always fun to meet up with family and old friends, all of whom I hold very dear. But the highlight of this trip was Queen.
Continued from
I recently assigned my students an article by Kathleen Erndl – “Is Shakti Empowering for Women? Reflections on Feminism and the Hindu Goddess.”
I love Bollywood. The colors, the over-the-top drama, the singing and dancing, the suspension of reality for three hours…I see how it can provide a break from the challenges of everyday life for over 700 million Indians living below the poverty line (and then some). But Bollywood movies also have a frightening side to them. On one hand they transport the viewer to la-la land; on the other, this very fantasy world has the power to set social norms. And yes, it becomes confusing – no kissing, no nudity, yet vulgarity is on full display when camera angles capture the fully dressed heroine’s chest heaving to pulsating music, while she is soaked to the skin in pouring rain, dressed in white, mind you. Sometimes there is no need for the rains. Katrina Kaif’s Chikni Chameli
One of my favourite tasks is translating works from various Indian languages into English. I developed a love for this while enrolled in a graduate seminar on translation theory. The challenge of it all was mind-boggling – how do I reduce the jaggedness of despair running within the depths of someone’s soul into two-dimensional, Times New Roman, 12-point font? How do I convey an intangible phenomenon such as a believer’s union with god without losing the intensity of his or her experience? I loved the exercises, but it is only now I realize how much the concept of translation had also been intertwined with my own fiber of being.
One of the most exciting times of the semester occurs when we watch “Sita Sings the Blues” in class. This film by Nina Paley – one she has made available to the public by withholding copyright – is a wonderful addition to what has come to be known as the Ramayana tradition. Unlike a few decades ago when scholarship focused on only pan-Indian literary Ramayanas, scholars today are beginning to acknowledge that most people get to know of Rama and Sita through folk and oral tales, women’s songs and local and regional tellings.
We have been hearing a lot about Kali and Durga lately, manifestations of the great goddess (“
My husband, who is American, first introduced me to the word “negging.” Although I hadn’t come across it before setting foot in America, I soon came to realize it was a concept that knew few cultural bounds. The Urban Dictionary (UD) defines negging as “[when] you use remarks to tap into female insecurity; shake their confidence…neg is a negative remark wrapped in a back-handed compliment.” In the West, as I have learned, negging tends to target a woman’s physical attributes, often as a pick up line. Thus, as the UD again illustrates: “You are nearly as tall as me. I like tall girls (LIFT). Are those heels 4 or 5 inches (DROP)?”
I’m not particularly fond of my periods – they’re painful, full of cramps. But they are a part of who I am, and I’m not going to apologize for them. We women, especially those of us belonging to the sub-continent, have been shamed or embarrassed into silence, while being reminded that motherhood is the most exalted position a woman could ever hope for. I mean, isn’t that paradoxical – if it weren’t for the bloody nemesis (pardon the pun), we would never get to experience motherhood.