Came across this brilliant report (both accurate and thought-provoking) while doing research upon fairness creams.
Black, White and various shades of Brown
What's accurate is the various sources that have been considered for understanding the Indian mentality including the likes of Matrimonial Sites, News articles and local behaviour and what's repelling/thought-provoking :-
" There are two popular brands selling fairness products in the local Indian market - they account for most of the market share. Of these two, one is actually a bleach, (we can stress this point in our ad campaign and run the company out of business) and the other is a cream similar to ours.(Annexure I contains copies of press advertisements of these products as well as statistics regarding their sales and market share)"
Well, coming to why would i be researching about fairness creams ??? shall update later ;)
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