The BBC reports :

. . . demand for fair-complexioned brides and grooms to grace these occasions is as high as ever


Fuelling this demand are the country’s 75-odd reality TV shows where being fair, lovely and handsome means instant stardom.


As a result, the Indian whitening cream market is expanding at a rate of nearly 18% a year. The country’s largest research agency, AC Nielsen, estimates that figure will rise to about 25% this year – and the market will be worth an estimated $432m, an all-time high.

Entire article here.