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773149

research-article20182018
SGOXXX10.1177/2158244018773149SAGE OpenNagar

Article

SAGE Open

The Unfair Selection: A Study on Skin-


April-June 2018: 1­–8
© The Author(s) 2018
DOI: 10.1177/2158244018773149
https://doi.org/10.1177/2158244018773149

Color Bias in Arranged Indian Marriages journals.sagepub.com/home/sgo

Itisha Nagar1

Abstract
Underlying the growing popularity of skin-lightening or fairness cosmetics in India is one of the most baseless biases experienced
and practiced. Yet, the overriding importance of skin-color especially in context of marriage has been largely unaddressed.
This exploratory study examined the influence of skin-color on preference for potential marriage partner. A 2 × 2 (gender ×
skin-color) between-group experimental design was used. Mothers (N = 108) of individuals of marriageable age group were
presented with an option of five marital profiles containing education and work information only. The participants were
shown profiles of either males or females depending on whether they had a son or a daughter. Once a profile was chosen, the
participant was either shown a photograph of highly attractive fair girl/boy or a highly attractive dark girl/boy. The light-skinned
and dark-skinned photograph was of the same person, except their skin tones were manipulated with the use of computer
software. Participants were asked to rate how strongly would they recommend the girl/boy as potential bride/groom for their
children. As expected, fair-skinned highly attractive people received higher ratings than dark-skinned highly attractive people.
However, contrary to our expectations, ratings received for dark-skinned woman were not significantly lower than the ratings
received for dark-skinned man. This study shows that the color of skin has the potential to even overpower traits such as
general competency and physical attractiveness in both men and women.

Keywords
women’s studies, sex and gender, social sciences, gender psychology, sociology of race and ethnicity, cultural studies, colorism

Introduction now men’s) problems. Consequently, skin-lightening is the key


to our success in all spheres of life. One can find means to
The fairness cosmetics industry is a huge business in India, lighten each and every part of the body. The latest addition to
worth almost US$180 million, and growing at a rate of 10% to the list is whitening creams for one’s private areas. Cosmetics
15% annually (Shevde, 2008). A typical advertisement for a industry sells fairness along with promises of popularity, suc-
fairness cream in India begins with portrayal of the (many) cess, and happiness to many.
problems of a dark-skinned person. Majority of skin-lightening Underlying the growing popularity of skin-lightening or
cosmetics target women. They are likely to portray a dark- fairness cosmetics in India is one of the most baseless biases
skinned woman as an underconfident and insecure person who experienced and practiced. Colorism or skin-color stratifica-
is unable to secure success in life until someone suggests the tion is a process that privileges light-skinned people over
use of a fairness cream (Sylvia, 2014). The advertisement then dark in areas such as income, education, housing, and the
shows her radical transformation; not only does she become marriage market (Hunter, 2007). In context of race, studies
several shades lighter, but her entire personality undergoes a have found that light-skinned people are financially better
drastic change. She emerges as a successful woman, confident, off, more educated, live in better neighborhoods, and marry
and self-assured because of her “whiteness.” The advertise- higher status people than darker-skinned people (Murguia &
ment ends with her clinching a desirable marriage proposal; the Telles, 1996; Rondilla & Spickard, 2007). Elevated rates of
camera zooms in on her “fair” and happy face. The implied blood pressure are also well documented in Blacks (see
message is “fair is lovely and dark is ugly.” An industry that
began selling fairness creams exclusively for women now
offers whiteness to Indian men too. Fair & Lovely cream has 1
University of Delhi, New Delhi, India
found its counterpart in Fair & Handsome cream for men.
Corresponding Author:
Today, the market offers fairness creams, face washes, and Itisha Nagar, Assistant Professor, Kamala Nehru College, University of
makeup for both genders. Most advertisements carry an Delhi, August Kranti Marg, New Delhi, New Delhi 110049, India.
implicit message that darkness is the root of all women’s (and Email: dr.itishanagar@gmail.com

Creative Commons CC BY: This article is distributed under the terms of the Creative Commons Attribution 4.0 License
(http://www.creativecommons.org/licenses/by/4.0/) which permits any use, reproduction and distribution of
the work without further permission provided the original work is attributed as specified on the SAGE and Open Access pages
(https://us.sagepub.com/en-us/nam/open-access-at-sage).
2 SAGE Open

Brondolo, Rieppi, Kelly, & Gerin, 2003, for a review). international beauty ideal and market commodity (Goon &
Although studies examining colorism have restricted their Craven, 2003). Skin-color remains a predominant criterion
research to African American individuals, there is growing along which many individuals are evaluated in our society,
evidence for an overwhelming preference for fair skin over especially in context of mate selection (Haq, 2013). Overall,
dark-skin in Asian countries. “Whiteness” or having white combined influences of the caste system, colonialism, and
skin is considered an important element in constructing globalization have made fair/light skin-color a social capital
female beauty in Asian cultures (Baumann, 2008; Krishen, that enables upward social mobility in India (Parameswaran
LaTour, & Alishah, 2014; Li, Min, Belk, Kimura, & Bahl, & Cardoza, 2009b).
2008). According to Glenn (2008), skin-lightening products As opposed to the individualistic Western society,
are common across many Asian cultures. In India, a woman where mate selection is the prerogative of the individual
with dark complexion is likely to be considered unattractive in question, in collectivistic cultures, arranged marriages
from the point of view of cultural constructions of beauty refer to selection of mate accomplished by family rather
ideals (Arif, 2004; Parameswaran, 2015). A focused group than the individual (Chang & Myers, 1997; Gupta, 1976).
discussion with Indian women found that obsession with While “romantic love” is likely to be criteria and legiti-
fairness and the related attributes of beauty, attractiveness, mate basis for marriage in individualistic cultures, collec-
and marital success continues to prevail (Karan, 2008). This tivistic cultures often use a number of criteria including
is not surprising as fair skin has a colonial connotation of subsistence skills, family, alliances, economic arrange-
power and superiority (Shankar, Giri, & Palaian, 2006). ments between families, and health (Udry, 1974).
Badruddoja (2005) also reports that for many Hindu-Indian Matrimonial advertisements are found to request corre-
women, attractiveness and beauty are linked to their color of spondence for arranged marriages based on age, religion,
skin. Nagar and colleagues (2017) found that exposure to fair caste, regional ancestry, education, professional qualifica-
and attractive media images led to activation of appearance- tions, income, and skin tone (Gist, 1953; Haq, 2013). As is
related schemas in young Indian women. Swami, Furnham, the case in other cultures, compared with women, men
and Joshi (2008) also found that women with lighter skin- place more importance on physical attractiveness and
color were rated to be more attractive, healthy, and fertile. women place more importance than men do on the earning
Furthermore, fairer skin-color is related to better prospects of capacity of a potential mate (Wiederman & Allgeier,
finding a mate in arranged marriage context (Badruddoja, 1992). In a study, content analysis of matrimonial adver-
2005; Jha & Adelman, 2009). tisements in India affirms the same, that is, social exchange
While Black scholars in the Unites States have thoroughly of men’s financial stability for women’s physical attrac-
examined the link between racism and colorism, there is pau- tiveness is common (Ramasubramanian & Jain, 2009).
city of information tracing the historical roots of skin-color Deeply embedded cultural norms prescribe light/fair as an
discrimination in India (Parameswaran & Cardoza, 2009a). essential feature of women’s beauty in India and other
Internalization of superiority of fair/white skin has been Asian countries (Gist, 1953; Goon & Craven, 2003;
related to the combined influences of colonialism, caste sys- Leong, 2006; Parameswaran & Cardoza, 2009b). Even in
tem, and globalization. Many South-Asian countries like context of marriage, a preference for fair-colored women
India, Pakistan, Sri Lanka, Nepal, and so on were ruled by is omnipresent across matrimonial advertisements in
the British for around 200 years; “white” race was the ruler newspapers and websites (Pandey, 2004; Ramasubramanian
and the “dark” native were the ruled. This led to internaliza- & Jain, 2009). “Looking for a slim, homely, and ‘fair’ girl
tion of superiority and power of the “white” skin and inferi- for our son” is a common feature in matrimonial
ority and powerlessness of the “dark skin” (Speight, 2007). advertisements.
Internalized racism reveals itself in a variety of situations Although dark-skin is perceived to be disadvantageous
from work environment to social situations where people of for both men and women, studies have reported that Black
color reject or denigrate those with dark-skin. The caste sys- women seem to suffer from “double jeopardy” (Beal, 2008).
tem in India is likely to have given impetus to the notion of That is, women are likely to be at a more disadvantageous
superiority of fair skin-color brought by colonial rule position than men where color of skin is concerned. In con-
(Parameswaran & Cardoza, 2009b; Shankar & Subish, text of work settings, dark-skinned women receive more
2016). Higher castes have been perceived to be “fairer” and rejections than equally qualified dark-skinned men (Berdahl
superior while lower castes have been perceived to be & Moore, 2006; Harrison & Thomas, 2009). In context of
“darker” and inferior. Today, in postcolonial world, global- matrimony, although dark-skin color proves to be disadvan-
ization has led to increased spread and acceptance of Western tageous for both men and women, women are likely to be
beauty ideals in Asian and African cultures (Hunter, 2011; discriminated more than men (Gist, 1953). Researchers have
Peltzer, Pengpid, & James, 2016). An increasing number of found that in looking for mates in arranged marriages, men
young Indian women are routinely exposed to Indian and were more likely than women to state a preference for skin-
Western media, which overwhelmingly portray Western color (Jha & Adelman, 2009; Ramasubramanian & Jain,
beauty ideals. Rampant capitalism has made whiteness an 2009). Utley and Darity (2016) reported that prospective
Nagar 3

Table 1.  Demographic Characteristics of Participants Exposed to Fair and Dark Conditions.

Fair (N = 55) Dark (N = 53)

  M SD M SD t p
Age of mothers (in years) 50.04 8.26 51.28 6.18 0.89 .378
Age of children (in years) 27.00 3.13 26.21 3.54 1.24 .108
Educational qualifications 1.73 0.71 1.58 0.69 0.62 .550
SES 2.51 0.66 2.43 0.61 1.06 .292

Note. Coding for educational qualifications: 1 = graduation, 2 = post-graduation, 3 = higher studies; SES: 1 = lower middle, 2 = middle, 3 = upper middle,
4 = upper class. SES = socioeconomic status.

brides are likely to describe themselves in terms of color of Hypothesis 2: Photograph of dark-skinned woman will
skin (fair) than prospective grooms. receive lower ratings than dark-skinned men.
South-Asian immigrants in the West are also found to
desire lighter skin and have lower body satisfaction compared
Method
with their White counterparts (Sahay & Piran, 1997). Grewal
(2008) found that non-White immigrants in West experience Participants
feelings of discrimination based on their skin-color.
Experience of rejection or discrimination on the basis of color Urban mothers (N = 108) of individuals of marriageable age
of skin is likely to have implications for socio/psychological group (24-30 years) from New Delhi and NCR were selected
well-being of individuals, specifically body image, self- for the present study. The demographic details of the partici-
esteem, and dissatisfaction with self and others. Okazawa- pants have been provided in Table 1. As can be seen, the two
Ray, Robinson, and Ward (1987) found a significant positive treatment conditions (fair and dark) were matched on the fol-
correlation between self-esteem and liking of own skin-color; lowing self-reported variables: age of mothers, education,
greater liking for skin-color was associated with higher score and socioeconomic status (SES).
on self-esteem measure for African American adolescents.
Dark-skinned women may suffer from low self-esteem as Procedure
they have to cope up with a number of negative messages A 2 × 2 (gender × skin-color) between-group experimental
from the larger society, such as the perception that “fair is design was used. The participants were presented with an
lovely and dark is ugly” (Jain, 2005). Studies on women have option of five marital profiles containing education and work
replicated the findings and suggest dark-skin-color is related information. The participants were shown profile of either
to greater negative ratings of overall appearance and facial males or females depending on whether they had a son or a
satisfaction (Bond & Cash, 1992) as well as symptoms of daughter. Once a profile was chosen, photograph of highly
depression and poor self-esteem among African American attractive fair girl/boy was shown or highly attractive dark
adolescents (Williams, 2006). girl/boy was shown. The light-skinned and dark-skinned
photograph was of the same person, except their skin tones
were manipulated with the use of computer software.
Present Study Participants were asked (a) to rate the competency of the pro-
This unfair importance of “fairness” in determining life out- file selected by them on a rating scale of 1 to 7 (highly incom-
comes widely studied for the Black culture (Johnson, 2002) petent to highly competent) and (b) to rate how strongly they
remains an unaddressed discourse in India. Although experi- would recommend the girl/boy as potential bride/groom for
ence of bias and discrimination is a normalized everyday their children on a rating scale of 1 to 7 (strongly NOT rec-
experience in lives of many Indian men and women, empiri- ommend to strongly recommend). Informed consent was
cal research is scarce. The primary purpose of the study was taken from the participants and confidentiality was ensured
to examine the presence of preference of fair skin over dark- to all. At the end of the study, all participants were debriefed
skin color in context of matrimony. As parents play an impor- regarding the true nature of the study.
tant role in mate selection in arranged marriages in India, the A pilot study was conducted previously for the profiles
participants of the present study were women with children and photographs used in the study proper. First, for the pho-
of marriageable age. It was hypothesized as follows: tographs, 12 passport size photographs, each of males and
females judged to be physically attractive, were selected. Ten
Hypothesis 1: Photograph of dark-skinned individual mothers of children of marriageable age were asked to rate
will receive lower ratings than equally attractive and qual- the perceived attractiveness of the photographs using a
ified fair-skinned individual. 7-point Likert-type rating scale ranging from very
4 SAGE Open

Table 2.  Competency Ratings for Profile Selected by Participants. Table 3 presents the descriptive statistics for ANOVA for
the dependent variable recommendation ratings. It was
Gender Skin-color n M SD t p
expected that fair-skin photograph would receive significantly
Male Fair 29 5.79 1.92 1.00 .160 higher ratings for recommendation (i.e., recommendation for
Dark 28 5.79 1.77 suitability as life partners for their sons/daughters) relative to
Fair 26 6.38 0.57 dark skin-color photograph (Hypothesis 1). Figure 1 presents
Female Dark 25 6.36 0.08 0.17 .432 recommendation ratings for fair and dark-skin color
Note. Gender of the photograph shown.
photographs.
Consistent with our hypothesis, the ANOVA results (Table
4) for recommendation yielded a significant main effect of
Table 3.  Descriptive Statistics for ANOVA for the Dependent skin-color with a large effect size, F(1, 104) = 32.21, p = .000,
Variable Recommendation Ratings. η2 = .236. There was no gender effect; that is, there was no
Gender Skin-color n M SD
significant difference in the ratings given to the two photo-
graphs. It was also expected that the photograph of dark-
Male Fair 29 5.48 1.056 skinned woman would receive lower ratings than the
Dark 28 4.11 1.571 photograph of man with dark-colored skin (Hypothesis 2).
Fair 26 5.88 1.711 Contrary to our hypothesis, skin-color by time was not signifi-
Female Dark 25 4.44 1.609 cant, F(1, 108) = 0.019, p = .890, η2 = .00, implying that the
Note. Gender of the photograph shown. pattern of ratings did not differ according to whether the par-
ticipants were males or females. That is, dark photograph of
the highly attractive and competent woman did not receive
unattractive (1) to very attractive (7). Top-rated photograph significantly lower ratings than the photograph of a highly
for attractiveness was selected for both the genders to control attractive and competent dark man.
for the variable physical attractiveness. The male and female
photographs were then turned highly fair and highly dark to
assess their suitability for the two skin-color experimental
Discussion
conditions. This was done with the help of computer soft- This exploratory study sought to shed light on skin-color bias
ware. The photographs were rated by the same sample for the in context of arranged Indian marriages. Results of the study
perceived skin-color from very dark (1) to very fair (7). This indicate that there appears to be a skin-color preference with
prerating was done to ensure that the highly attractive photo- regard to making decisions about the suitability of an indi-
graphs selected were also perceived as highly fair/dark. vidual as a potential partner. Given that the study was manip-
The same pilot sample (mothers) as the one used for the ulated in such a way that the influence of the two other
selection of photographs also independently rated the com- important variables, namely, attractiveness and competency,
petency levels of eight profiles for males and females. They was controlled in a manner to minimize their influence, the
rated the profiles for adequacy of the educational qualifica- significant mean differences in ratings can only be attributed
tions, work experience, and overall competency of the appli- to the skin-color variation. Individuals perceived as highly
cant. Apart from these, three HR professionals also rated the competent but dark-skinned were rated lower than their
profiles for their competency. Pilot study results found that highly competent light-skinned counterparts. The findings of
the profiles received high ratings for competency by mothers the study establish the presence of colorism in context of
and HR professionals. This was done to ensure that the pro- matrimony. Sadly, these findings are not terribly shocking
files used in the primary study were perceived as highly but are in fact in line with our expectations.
competent. White and black are not dichotomous categories of skin-
color in India. To the West, Indians are brown skinned.
However, Indians find their skin-color to be a unique dimen-
Results sion of social comparison, a scale on which they can rate
A 2 (gender) × 2 (skin-color) between-group ANOVA was themselves as relatively fairer/darker than others. Malhotra
computed to assess the likelihood for recommendation of the (2004) called this as a “whiteness spectrum,” defined as a
girl/boy as potential bride/groom for their children. social ladder with “pure” whiteness on the top exercising
Competency ratings for profile selected by participants have control and superiority over those lower on the spectrum.
been presented in Table 2. As can be seen, the profiles Thus, skin-color is related to social hierarchy in India; fair
received high ratings for competency from the participants in skin is often considered to be a mark of higher social stand-
all conditions. There were no significant differences between ing. However, it is important to note that historically and cul-
the competency ratings attributed to the selected profile turally, dark not white skin was considered to be ideal and
between the fair and dark treatment conditions. This was true desirable in India. Some notable examples are the popularity
for both the genders. of God Krishna (literally black) and Draupadi (also called
Nagar 5

Figure 1.  Mean recommendation ratings for fair and dark-skin color photographs.

Table 4.  Time × Group Factorial Analysis for Recommendation maternal influence and linked to finding a suitable partner in
Ratings. arranged Indian marriage. Women in particular indicated
how fair skin-color was associated with beauty and found
Source df F p η2
that that internalization of Indian body ideals (including fair
Gender 1 2.19 .142 .021 skin and slimness) was linked to finding a suitable life part-
Skin-color 1 32.21 .000*** .236 ner for women, and this pressure was largely perceived to be
Gender × Skin-Color 1 0.019 .890 .000 influenced by maternal encouragement and the media.
Whiteness is communicated through mass advertising, mov-
***p < .001.
ies, TV shows, Internet images, magazines, and celebrity
culture (Baumann, 2008). For instance, even though MTV
Krishnaa), a character from the epic Mahabharata. Krishna is aimed to “Indianise” its programming after it was introduced
worshipped in many parts of India whereas Draupadi was in 1994, Cullity (2002) found that the channel promoted
considered to be one of the most desirable women in the many Western values, notably the beauty ideals of “white-
world. ness” and “thinness.” The fairness cosmetics industry is
The transformation of ideal skin-color from dark to fair guilty of cashing in on the life-long internalization of white-
can be traced to the influence of caste system, British impe- ideal and rejection of the dark-other. In addition, it is also
rialism, and global hegemony of whiteness. The caste system responsible for the construction of the concept of skin-color
also called varna (literally color) accounts for the perceived as modifiable. The advertisements of skin-lightening cos-
superiority of fair skin over dark. Owing to the association of metics perpetuate the belief that fair-skin, a mark of higher
fairer skin with upper caste and darker skin with lower castes, social standing in India, is indeed attainable. In most cases,
skin-color came to signify the social position of an individual they promise to protect against the harmful and darkening
in our society. In addition, the racist construction of “dark ultraviolet (UV) rays of the sun and reduce the melanin
native” by the British seems to have become a part of our secretion, thus leading to the emergence of fairer skin and
unconscious and is often projected as strong dislike for the more “beautiful” skin. Thus, merging of new technologies
“dark other” (Parameswaran & Cardoza, 2009b). Moreover, with old colonial and caste ideologies has created a context
the global hegemony of whiteness has also led to internaliza- in which “whiteness” can be sold and bought (Ashikari,
tion of the values of the White privileged class in non-Whites. 2005; Hunter, 2007).
A qualitative study by Bakhshi and Baker (2011) found that Turning to our second hypothesis, even though we found
Indian men and women living in the United Kingdom report that fair skin was preferred over dark skin, we did not find
that relative to men, women were more likely to face pres- evidence for “double jeopardy,” that is, dark-skinned woman
sures and criticisms related to their appearance. Traditional was not found to be in a more disadvantaged position than
Indian beliefs about feminine beauty including fair skin and dark-skinned man. This is a surprising finding as studies have
slimness were perceived to be promoted by media and found that women are judged more harshly for darker color of
6 SAGE Open

skin than are men (Harrison & Thomas, 2009; Jha & Adelman, have fairer skin compared with south India, thereby limiting
2009; Utley & Darity, 2016). The concept of “double jeop- the generalizability of the findings. Third, the participants of
ardy” has been criticized as overly simplistic as it does not the study were mothers who generally play an important role
take into account several and simultaneous oppressions that in selection of bride/groom in arranged marriages. It would
women of color face (King, 1988). For instance, personal be interesting to see if their children also exhibit the same
lives of Indian women are impacted by a number of factors bias as they do. Third, perception of one’s own skin-color
including caste, class, ethnicity, religion, and skin-color (Haq, can also play an important role since. However, it was diffi-
2013). Women’s lives are not a simple algorithm where color- cult to gather this information from the participants without
ism and gender are additive in their impact. The complex revealing the purpose of the study. Future researches should
lived experiences of Indian women can be better understood also focus on investigating the possible mediating effects of
through the concept of intersectionality. Intersectionality is varying levels of competency and attractiveness on skin-
defined as “the interaction between gender, race, and other color bias across a diverse sample of participants.
categories of difference in individual lives, social practices, Although there is plenty of work on colorism in the United
institutional arrangements, and cultural ideologies and the States, there is very little work on skin-color discrimination
outcomes of these interactions in terms of power” (Davis, in India. Marginalization of the dark skin is a phenomenon
2008, p. 68). The present study aimed to examine the possible rampant in our society, but scholars have failed to acknowl-
(disadvantageous) effect of gender and skin-color on prefer- edge and address this. While content analyses of matrimonial
ence in context of arranged marriages while controlling for advertisements have indicated a general preference for fair
the effect of perceived attractiveness and competencies. We skin, empirical evidence is scarce. The findings of the explor-
presented participants with profiles of women judged to be atory study suggest that skin-color may play an important
highly competent with respect to their educational qualifica- role in mate selection in arranged Indian marriages.
tions, work experience, and overall competency. The partici- Recognizing this bias is the first step toward making amends.
pants believed that the woman’s photograph that they were
viewing was a highly competent lawyer/doctor/engineer. Acknowledgments
Also, the photograph selected received highest ratings for
The author thanks his students Deepanky Gupta, Kamna Sarin,
attractiveness in our pilot study. It is possible that while gen- Nandita Sharma, Punyaapriya, Shikha Soni, Snigdha Sikri, Sonali
der and skin-color may create disadvantage conditions for a Kadyan, Sukanya Chakraborty, and Tenzin Wangmo for assis-
woman, perceived attractiveness and competency are likely tance with data collection and valuable insights in writing this
to work in their favor. In support, a study by Thompson and article. He would also like to show his gratitude to all the partici-
Keith (2001) found that the impact for skin-color was weaker pants of the study.
for women from higher social class; physical attractiveness
and SES moderate the relationship between skin tone and Declaration of Conflicting Interests
self-esteem. Literature is scarce on whether the perception of The author(s) declared no potential conflicts of interest with respect
physical attractiveness and competency is likely to reduce to the research, authorship, and/or publication of this article.
skin-color biases. The popularity of some dark-skin colored
Bollywood actresses like Bipasha Basu, Kajol, Deepika
Funding
Padukone, and so on suggests that masses are likely to accept
a dark-skinned woman if she is perceived as highly attractive. The author(s) received no financial support for the research, author-
Therefore, highly attractive woman with superior educational ship, and/or publication of this article.
and professional qualifications may not suffer from “double
jeopardy.” The interactive oppressions that characterize the References
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