A new fairness cream has been launched in the market ."Fair and Handsome "So the men now no longer need to use their sister or wives fairness cream surreptiously. They can boldly buy their own and rub their faces snow white .(It is another thing that men were always described as TDH tall ,dark and handsome) .So for us Indians It will now be fair and handsome .The launch of this cream should please female activists as it is a sure step towards gender equality .Not only the girls but also the boys will join the race to the fairness club .However jokes apart it is really surprising in a country where the complexion of majority of indians ranges from pale peach, golden brown ,olive ,coffee and mahgony the one most venerated is WHITE or GORA .Is it a throw back to our inferiority complex of being ruled by fair skinned Britishers ? In our ancient texts and literature right from Parvati ,Laxmi .to Sita and Draupdi all of them were supposed to be dusky .So I suppose this preoccupation with fair skin is really our homage to Europeans .