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Monday, Oct 18, 2021
Outlook.com

Cream And Added Colour

Business is booming for fairness products in an India obsessed with fair skin

Cream And Added Colour
Cream And Added Colour
outlookindia.com
-0001-11-30T00:00:00+05:53
Mirror, mirror on the wall, who is the fairest of them all," is 21-year-old Kavita Batra's favourite bathroom tune. As she hums this line from Snow White and the Seven Dwarfs, she dreams of a moon-like complexion and of Prince Charming galloping up to her front door. Kavita is just one among the 90 per cent of all Indian women who desire fairer skin and also one of the six crore consumers who use the fairness cream Fair & Lovely regularly.

The business of fairness is enormous in an India thriving on the age-old myth that equates it with beauty. And it's growing even more enormous by the day. The market, estimated to be anywhere between Rs 500-700 crore and growing at a double digit pace, has over 20 players in the organised sector alone. Fairness products that include creams, soaps and lotions make up almost 50 per cent of the total skin care market—which stands at over Rs 1,200 crore. Hindustan Lever brand Fair & Lovely, launched in 1976, can be credited with creating the market for fairness creams in which it boasts a 75 per cent share today.

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