For years (and still), skin tone has been a major factor when it comes to deciding a partner for life in the marriage circle in India. 

The utmost priority for most desis while looking for a bride for their son is that she should be very fair, fair or ‘wheatish’. 

© Tanishq Jewellery

It’s so common that the bizarre matrimonial ads seeking a bride of their choice of colour don’t even surprise us anymore when we see them in the newspaper. Most of us just roll our eyes and simply move past it, because well, we assume it’s never going to change. 

© iStock

However, a Hindi daily just took charge and took a progressive step to end colourism in India, at least when matrimony is concerned. 

A widely circulated newspaper, Dainik Bhaskar just announced that it won’t publish matrimony ads that put skin colour as preference while seeking a bride. 

© Twitter/Dainik Bhaskar

People on social media are impressed and hail the progressive move by Dainik Bhaskar. Some even called it the best women’s day gift! Here are the reactions!

Good step.
we should end colourism.
Society should recognise a woman for her character,strength,values , capabilities and talent not for the skin tone she has. https://t.co/hcMFKLvcFm

— Sunakshi Namdev (@sunakshi_namdev) March 6, 2022

great thoughts make prosperous society. https://t.co/XRRsR1iU67

— tanmaya mallick (@tanmaykumar21) March 7, 2022

This is one #Vikas I can definitely appreciate @DainikBhaskar https://t.co/CM4XdISHvO

— Rainman (@indrajitch) March 7, 2022

A lot of Indian men also pointed out that the same should be done for ads that put preferences 

such as income and height of the groom. 

Most of these ads that seek fair, handsome boys for their daughters should also be discriminatory and equally demeaning.

© Maddock Films

Here is what they said.

Great Step @DainikBhaskar

What About Expected Salary of Groom??#EqualityMustBeEqual

— Men’s Day Out (@MensDayOutIndia) March 6, 2022

Please also stop publishing / asking information related to salary of men.

Men aren't ATM machines.

And also the color of men's skin.

लकड़ी वालों को भी गोरे लड़के पसंद हैं

— EqualLawsNOW! Dialogues on gender dynamics & laws (@EqualLawsNow) March 6, 2022

बेटों से रंग से जुड़े विवरण क्यों नहीं pic.twitter.com/lbUb3VVLAn

— Vinay Singh Choudhary (@VinaySi87101871) March 6, 2022

Dear @DainikBhaskar do same with Men too , don't take ads in which sasur demands Handsome fair groom, and their govt job status , Do justice with both. #mentoo #GenderBiasedLaws

— Er. देवेंद्र कुमार (MRA) (@buland4awaz) March 6, 2022

We hope more newspapers and matrimonial platforms will follow suit. It’s time these physical appearances should not be seen as a filter or a measuring factor to find a good match. 

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