2.8 Comment on using “Shakti Ammas” to introduce “fairness cream to masses” in the light of AIDWA‟s charges?
Shakti Ammas said is an ancient Indian classification of social status based on the color of the skin. This system regarded whiteness as higher status and positive value while dark as lower status. This is because Brahmins, the priestly caste at the top of the hierarchy stay indoors poring over books while the under caste at bottom of the social ladder are the dark people because the primarily work under the sun. The implication is that skin color is closely identified with caste and is laden with symbolism. This became cultural norm over time. Factual knowledge is more obvious and can be learnt while interpretive is about acknowledging and accepting different cultural trait sand patterns. HLL should conduct research on current cultural trend and modern role of women instead of exploiting out-date and controversial cultural norms that are misfit to the present cultural environment.