Suhana Vs SRK: Daughter bats for #endcolourism, father for fairness cream

Since time immemorial, India has a fetish for fair skin and the reflection of this obsession is very much evident in films. From Suhana Khan being called names by colour bias trolls to the netizens calling out makers of Khali Peeli for "racist lyrics" in 'Beyonce sharma jaayegi' song showcases the extreme nature of social media. But then one cannot ignore the fact that the King of Bollywood himself is accused of promoting a fairness cream for men for nearly thirteen years.

Hyderabad: Suhana Khan, daughter of Bollywood actor Shah Rukh Khan, voicing her opinion on colour bias and the effect it has on young minds is undoubtedly admirable. But, then a charming King Khan wooing consumers to buy a fairness cream in an advert stands in stark contrast to the wisdom of his daughter.

Suhana is no novice to trolling. From being called a "nepokid" to be made ashamed of her appearance, she often faces the wrath of netizens. But this time, Suhana has criticised Indian society's obsession with fair skin while taking on social media abusers for trolling her over her skin colour.

In an Instagram post, the 20-year-old film student said from an age as early as 12 she has been called "ugly", courtesy her brown skin tone. She further said one should not let the idea of beauty set up by the social media world and matchmaking sites dictate their life.

Suhana concluded her post with the 'end colourism' hashtag. While she bats for colour bias to end, her father is accused of being the face of fairness cream for men.

READ |Can't endorse idea of beauty that is discriminatory: Aditi Rao Hydari

According to a trade report, a leading company in the men’s grooming products has signed SRK as its brand ambassador for the fairness cream for men. The contract period with Khan as reported in 2019 was signed till 2021, starting from 2007.

Considering the fact that SRK is the face of a brand that promotes colourism, how does he look at the constant criticism that dark-skinned women and his own daughter face in India day in and day out?

The Dil Se actor has had his own share of criticism for being associated with the skin whitening product. In a throwback interview, he even said, "It's not harmful and in no way am I selling that fair is better than dusky or dusky is better than fair. I am not that kind of person."

READ |PeeCee elucidates why she stopped endorsing fairness products

The superstar, known for his chivalrous attitude, is apparently capable of adapting to the new tunes. With a thoughtful young daughter who he loves the most by his side, the possibility of rubbing of worldview can not be ruled out.

Following the massive backlash post Black Lives Matter campaign, global skincare brands are doing away with "fair" and "white" from their labels. But will simply removing the words will help cure the conditioning of ages? No. However, such a step takes us a step closer to beauty inclusivity.

The obsession that people have with fair skin in India is one of the deep-rooted cultural problems that need to be fixed. The conversation has started but the process of uprooting such prejudices will take its own course.