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PRATIK MEHTA
TYBMS -53
MITHIBAI COLLEGE
TYBMS -53
MITHIBAI COLLEGE
OVERIVIEW OF THE FAIRNESS CREAM INDUSTRY:
Booming sales, multiplying brands and a flood of copycats, the market for fairness products has changed its complexion like never before
In a country where even the gods supposedly lament their dark complexion - Krishna sings plaintively, "Radha kyoon gori, main kyoon kala?- skin deficient in melanin is an ancient predilection. More than 3,500 years ago, Charaka-the famous sage who gave us ayurveda-wrote about herbs that could help make the skin fair. That age-old fascination is now a multi-crore-rupee industry and is growing in leaps and bounds.
From Rs 38.4 crore in 1997-98, the fairness cream market in India leapfrogged to Rs 55.8 crore in 1999-2000. And in 2000-2001, it has grown to Rs. 78 crores. The past three years have especially been a fairytale success. Fair & Lovely and Pears Naturals Fairness from Hindustan Lever Ltd (HLL), Emami's Naturally Fair, Avon's PT-White Fairness cream, Revlon's Touch & Glow, CavinKare's Fairever are some of the major players in the fairness cream market. Industry analysts say that the industry has been growing over 13% annually.