How far are you willing to go in order to get a fairer skin? It’s estimated that the global skin lightening industry is worth $10 billion. It’s expected that the women’s fairness cream category is anticipated to achieve market revenues of more than Rs. 5,000 crore by the year 2023. It’s not surprising, considering the fact that Indians spent up to $300 million on fairness products in 2016 – just from household cosmetics. People are willing to go to any lengths to attain fair skin, prompting pedlars of myths and beautician advice to rake in their business.
In Hyderabad, pregnant women so desire to have fair children that they develop a craving – for limestones. A small business has emerged within the markets of the Old City, where merchants sell stones wrapped in newspaper cones to pregnant women. The stones, called Khadi, are advertised as being rich in calcium. Women believe that this will make their skin fairer – and even grow addicted to the stones over time.
Khadi stones sold to pregnant women to make children fair. Image: 7MBThe ensuing health complications – intestinal problems, constipation and dizziness – add to the factors against eating stones. In fact, doctors suggest that these cravings emerge from an inherent calcium deficiency, not entirely fulfilled by consuming rocks.
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