Indian consumers have fascination for light-coloured skin. The gloomy repercussion of this phenomenon is that in India dark skinned people, whether they are native or foreigner, feel a prejudice from Indian people towards them. Socio-cultural factors have played big roles in making Indian consumers go head-over-heals in their fascination towards fair skin. Though there are many voices trying to develop a contrarian view to the existing mind set, changing consumer attitude pertaining to such deeply held beliefs is a complex and a difficult task.