Telling India’s Modern Women They Have Power, Even Over Their Skin Tone - New York Times

The modern Indian woman is independent, in charge — and does not have to live with her dark skin.

That is the message from a growing number of global cosmetics and skin
care companies, which are expanding their product lines and advertising
budgets in India
to capitalize on growth in women’s disposable income. A common
thread involves creams and soaps that are said to lighten skin tone.
Often they are peddled with a “power” message about taking
charge or getting ahead.