Bollywood’s ‘Snow White Syndrome’

Aishwarya Rai Image by getty images
Many little girls grow up on Disney princess cartoons. I grew up on Bollywood films, dancing to the Hindi music, the lyrics to which I had memorized by the time I was six. I was raised in the 1980s in the former Soviet republic of Georgia, and Bollywood’s charming wholesomeness was imported in droves. I’d wager that it was Bollywood’s lack of anti-Communist messaging — rather than its family-friendly nature — that appealed most to the Soviet government.
Only as I got older did I realize that those Indian heroines I idolized were, and still are, stuck in a post-colonial culture that venerates Western ideals of beauty, markets harmful skin-lightening creams and even imports British actresses and Brazilian models to play the part of Indians. They can’t speak the language? It’s nothing a voiceover can’t fix.
In what is dubbed India’s “Snow White Syndrome,” whitening creams far outsell Coca–Cola, and sales are growing at a rate of 18% a year. Recently, the already fair-skinned reigning queen of Bollywood, Aishwarya Rai, was furious over an overly airbrushed Elle cover in which her skin was lightened several shades.
Women are not the only ones who face pressure. When my favorite Bollywood actor, Shahrukh Khan, began serving as a spokesperson for Fair and Handsome, a skin lightening cream for men, I was disgusted. The commercials for the cream always show a darker-skinned man who is mocked or unable to attract female attention until he lightens his skin.
Now, an Indian company has introduced an intimate wash meant to brighten a woman’s skin. The commercial for the wash alludes to a light-skinned couple’s marital woes — woes that apparently vanish when the private-parts wash comes into the picture.
I am Sephardi and have darker skin. So here in New York, I regularly get mistaken for South Asian. And the comments are always complimentary about the fairness of my skin — troublingly so.
And I’d venture to guess that for every Indian woman who uses creams to lighten her skin, there is probably a Jewish woman pressured into getting a nose job or Brazilian keratin treatment to straighten her hair to stick-straight perfection. When “Glee” actress Lea Michele openly discusses refusing to get a nose job, it leaves me yearning for an über-popular darker-skinned Bollywood actress who could shake Indian filmmakers into acknowledging that beauty comes in all shades.
The Forward is free to read, but it isn’t free to produce

I hope you appreciated this article. Before you go, I’d like to ask you to please support the Forward.
At a time when other newsrooms are closing or cutting back, the Forward has removed its paywall and invested additional resources to report on the ground from Israel and around the U.S. on the impact of the war, rising antisemitism and polarized discourse.
Readers like you make it all possible. We’ve started our Passover Fundraising Drive, and we need 1,800 readers like you to step up to support the Forward by April 21. Members of the Forward board are even matching the first 1,000 gifts, up to $70,000.
This is a great time to support independent Jewish journalism, because every dollar goes twice as far.
— Rachel Fishman Feddersen, Publisher and CEO
2X match on all Passover gifts!
Most Popular
- 1
News A Jewish Republican and Muslim Democrat are suddenly in a tight race for a special seat in Congress
- 2
Film & TV What Gal Gadot has said about the Israeli-Palestinian conflict
- 3
Fast Forward The NCAA men’s Final Four has 3 Jewish coaches
- 4
Culture How two Jewish names — Kohen and Mira — are dividing red and blue states
In Case You Missed It
-
Fast Forward ‘Another Jewish warrior’: Fine wins special election for U.S. House seat
-
Fast Forward A Chicagoan wanted to protest Elon Musk — and put a swastika sticker on a Jewish man’s Tesla
-
Fast Forward NY attorney general orders car wash to stop ripping off Jews with antisemitic ‘Passover special’
-
Fast Forward Cory Booker proclaims, ‘Hineni’ — I am here — 19 hours into anti-Trump Senate speech
-
Shop the Forward Store
100% of profits support our journalism
Republish This Story
Please read before republishing
We’re happy to make this story available to republish for free, unless it originated with JTA, Haaretz or another publication (as indicated on the article) and as long as you follow our guidelines.
You must comply with the following:
- Credit the Forward
- Retain our pixel
- Preserve our canonical link in Google search
- Add a noindex tag in Google search
See our full guidelines for more information, and this guide for detail about canonical URLs.
To republish, copy the HTML by clicking on the yellow button to the right; it includes our tracking pixel, all paragraph styles and hyperlinks, the author byline and credit to the Forward. It does not include images; to avoid copyright violations, you must add them manually, following our guidelines. Please email us at [email protected], subject line “republish,” with any questions or to let us know what stories you’re picking up.