Revisiting the fairness paradigm in India Synthesis of literature and application of the self-concept theory

Purpose The paper answers three research questions: How does the extant literature explain fairness and whiteness? What Indian standards of beauty were historically, and how are they currently? What is the applicability of the theory of self-concept in understanding the fairness paradigm? Design/methodology/approach A rigorous review of extant literature on fairness followed by consolidation of the literature under relevant self-concept theory for understanding the historical perspective of fairness in India as compared to global standards. Findings Clear defined themes on actual, ideal and social self-concept emerged from the study. The study also revealed: how Indian corporates are using effective marketing strategies to cover up the potential health hazards of fairness creams. Practical implications Marketers can use the study to understand how fairness products influence individual's self-concept. Media houses and Government agencies can also get insight on how beauty has been valorized in the Indian mindset. Social implications This paper identifies the deceptive and misrepresentation of attainable beauty standards claimed by the fairness and whiteness products. Originality/value This is the first study done to integrate the findings of fairness studies with self-concept theory and derive useful insights from it.