FASHION, THE LATEST TOOL OF DISCRIMINATION IN INDIA

After globalization, many western brands opened their outlets in India. It was followed by the large scale advertising of these products. Advancements in technology and new satellite links enabled the transmission of Western Television Channels, in India. People were exposed to a whole new world. This was followed by the BPO Boom. The unemployment rate of the educated people, living in the metros, came down drastically. The disposable income of people went up and the new range of lifestyle products and brands were hard to resist. The fashion obsession in the West was transferred to India. Every individual is expected to look his/her best today. Packaging is as important as the product, but in case of women, it seems more important. India is a multi-cultural and multi-racial society and people of different regions and across the social classes, have different beliefs. So those who haven’t been able to adapt to the changing lifestyles, are looked down upon.

Advertisements play a very important role in creating new ‘needs’ in the society. Women, who have a tanned skin tone, don’t get lucrative jobs and can’t attract the attention of men. A variety of beauty products are advertised in such a way that a person who does not use these products, feels like a loser. Dandruff-problem seems to be a life-taking disease! These ad-films have catchy punch lines, which are used to tease people. As a result, people, especially women, become victims of fashion. They are willing to even risk their health to look beautiful.

The ‘Plain Jane’, despite her intelligence and talents, is discriminated against in every field. She is not liked by her teachers, who cuddle and pamper the cute, fair and well dressed girl. She is teased and bullied by all her classmates, when she is a teenager. Impressionable teenagers are easily influenced by advertisements and television programs, which make the ‘Plain Jane’, look like a sinner. Despite her academic qualifications, she finds it hard to get a job. And of course an Indian man needs a wife who could be put on display, so she doesn’t find love.

There are many women who like being simple. However, in order to be accepted by the society, they try everything they could, to look fashionable. They don’t have the ability to understand contemporary fashion. As a result, a new class of women has emerged who are popularly known as ‘Behenji Turned Modern’ (BTM). Why do we need to use such a term? Why can’t a woman choose her own style? If she wants to maintain her former ethnic style and deportment and combine it with the western, where is the harm? We live in a free country, don’t we?

As has been already stated, people from diverse socio-economic and cultural backgrounds cannot share many similarities. Not many women can afford to spend their hard earned money on cosmetics and sessions in the beauty parlour. They might also be bound by some restrictions imposed by their traditional families. Yet, they have the courage and the talent to dream big. They should be encouraged and not insulted.