The Elephant in the Room
is a Shade of Brown

Dissertation submitted to The London School of Economics

About the project

An in-depth exploration of colourism and its effects on women’s self-perception and social identity in India, uncovering the subtle yet persistent ways skin tone bias influences everyday life.

Date:

Sep 10, 2021

Role:

Researcher,

Interviewer, Storyteller, Analyst

Services:

Research, Social Psychology/ Identity Research

Understanding Colourism

What Is Colourism?

Prejudice or discrimination against individuals with dark skin tone, typically amongst people of the same ethnic or racial group. It differs from racism because discrimination commonly occurs within, rather than between, racial groups.

A Persistent Reality

India represents the largest consumer base for fairness products globally, with sales increasing 18% annually. This $8 billion market reflects deeply ingrained preferences for lighter skin.

Role of Media

  • Media and advertising were seen as major forces reinforcing colour hierarchies, glorifying fairness and equating it with success, love, and confidence.

  • Fairness cream ads, film casting, and celebrity endorsements perpetuate the idea that lighter skin is aspirational.

  • Participants expressed that constant exposure to such imagery normalizes bias and makes it harder to challenge internalized shame.

  • A few noted emerging counter-narratives and campaigns (like India’s Got Colour) as positive steps toward redefining beauty standards.

Role of Media

  • Media and advertising were seen as major forces reinforcing colour hierarchies, glorifying fairness and equating it with success, love, and confidence.

  • Fairness cream ads, film casting, and celebrity endorsements perpetuate the idea that lighter skin is aspirational.

  • Participants expressed that constant exposure to such imagery normalizes bias and makes it harder to challenge internalized shame.

  • A few noted emerging counter-narratives and campaigns (like India’s Got Colour) as positive steps toward redefining beauty standards.

Role of Media

  • Media and advertising were seen as major forces reinforcing colour hierarchies, glorifying fairness and equating it with success, love, and confidence.

  • Fairness cream ads, film casting, and celebrity endorsements perpetuate the idea that lighter skin is aspirational.

  • Participants expressed that constant exposure to such imagery normalizes bias and makes it harder to challenge internalized shame.

  • A few noted emerging counter-narratives and campaigns (like India’s Got Colour) as positive steps toward redefining beauty standards.

Role of Media

  • Media and advertising were seen as major forces reinforcing colour hierarchies, glorifying fairness and equating it with success, love, and confidence.

  • Fairness cream ads, film casting, and celebrity endorsements perpetuate the idea that lighter skin is aspirational.

  • Participants expressed that constant exposure to such imagery normalizes bias and makes it harder to challenge internalized shame.

  • A few noted emerging counter-narratives and campaigns (like India’s Got Colour) as positive steps toward redefining beauty standards.

  • Understanding Self Through Others

    Women often define their skin color through external perceptions, not internal feelings, internalising external judgments and allowing them to shape their sense of self.

    1. External Validation

    2. Social Comparison
    3. Internalised Standards

    THEMES

  • Participants shared personal experiences of colourism, some faced discrimination and rejection due to darker skin, while others with fairer skin described receiving preferential treatment.

    The interviews highlighted a clear contrast in experiences, evealing colourism’s deep social reach.

    Experiences with Colourism

    THEMES

  • Skin colour consistently signals social status in India, linking to perceived caste, profession, and socio-economic background, reinforcing a deep-seated system of privilege.

    Skin Colour as a Social Status Marker

    THEMES

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