In the timeframe between 1947 & 1991 (almost 4 decades), only 1 Indian
(Reita Faria) had won an International Beauty Pageant title.
But after 1991, almost every
alternate year, an Indian won International Beauty Pageant title. Sushmita Sen,
Aishwarya Rai, Diana Hayden, Yukta Mookhey, Priyanka Chopra, Lara Dutta, Aditi
Gowitrikar, Dia Mirza, Nicole Faria and many many more.
Why? Was it because Indian women
suddenly appeared beautiful to the world after 1991? Can such biological or
beauty changes across geography occur overnight? No.
It was because Indian economy was liberalized in 1991. It meant foreign companies could enter India & sell their products. Can you imagine what a jackpot this was, especially for cosmetic companies which saw India as a "fertile, untapped" market, in which billions of dollars of profits could be made.
It was because Indian economy was liberalized in 1991. It meant foreign companies could enter India & sell their products. Can you imagine what a jackpot this was, especially for cosmetic companies which saw India as a "fertile, untapped" market, in which billions of dollars of profits could be made.
But in order to capture any market,
there must be demand. Although India already had some demand for cosmetics
which was fulfilled by Indian companies like Lakme, there was a need to create
demand for expensive cosmetics. There was a need to justify the high prices of
cosmetics by MNCs like Revlon, Garnier etc. There was a need to create demand
for products which people had never heard of before. For example, Women had to
be convinced that just shampoo is not enough. They need conditioner also. Women
had to be convinced that their black color hair was outdated. They had to tint
it with hair color like burgundy, golden brown etc. Just soap was not enough,
shower gel was a must. And so on. All kinds of expensive cosmetics &
toiletries had to be justified & demand had to be created.
One such tried & tested method to
create demand for expensive cosmetics in a country, is to regularly crown some
titles like Miss World, Miss Universe to a few women of that country, and in
turn use them as brand ambassadors, so that it sets a psychological narrative
among millions of young girls that they can also aspire to be
"successful" women if they also use those cosmetic products.
That's all the Miss World fashion
shows are all about. They are not really about beauty, but psychological games
by big shots & cosmetic companies to create demand, sell, make profits.
Although Indian women have always been beautiful since time immemorial, they
were ignored even 4 decades afer independence. Before 1991, there was no
incentive for corporations & fashion show judges to appreciate Indian women
because our markets were closed. But after 1991, the entire equation changed,
and the same Indian women who were ignored earlier, suddenly become beautiful
to the world.
Beauty
is just an excuse for this business. It is all about Profits, which is created
using Psychology & Aspirations. That's what keeps the show running.
source- https://www.facebook.com/guruprasad.gp/posts/10208638060258181?fref=nf
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