Revisiting the fairness paradigm in India

Purpose: The paper answers three research questions: How does the extant literature explain fairness and whiteness? What Indian standards of beauty were historically, and how are they currently? What is the applicability of the theory of self-concept in understanding the fairness paradigm? Design/methodology/approach: A rigorous review of extant literature on fairness followed by consolidation of the literature under relevant self-concept theory for understanding the historical perspective of fairness in India as compared to global standards. Findings: Clear defined themes on actual, ideal and social self-concept emerged from the study. The study also revealed: how Indian corporates are using effective marketing strategies to cover up the potential health hazards of fairness creams. Practical implications: Marketers can use the study to understand how fairness products influence individual’s self-concept. Media houses and Government agencies can also get insight on how beauty has been valorized in the Indian mindset. Social implications: This paper identifies the deceptive and misrepresentation of attainable beauty standards claimed by the fairness and whiteness products. Originality/value: This is the first study done to integrate the findings of fairness studies with self-concept theory and derive useful insights from it.