There is an unhealthy obsession with white skin in India. It is like a hidden disease. It infects everyone, is largely undiagnosed and by the looks of will remain uncured for a long time. Unfortunately, the over $400 skin whitening industry in India seems only too eager to play on people’s ignorance and prejudice so it can increase its line of products and profits. In 2010, AC Nielson had reported that this industry was growing annually at the rate of 18%. At a time where we are having critical conversations about tolerance, integration, and multi-culturalism, this growth of the skin whitening industry is a disturbing trend. We need strong social messaging, a conscious move by thinkers and leaders to gently move people away from this thinking. It is not impossible. But it does need all of us to come together and resist.