A boy seeking a beautiful 'fair' wife, a mother hunting down in her surroundings for some would-be 'fair' daughter-in-law A grandmother short-listing girls for her grandson on the basis of skin colour. These episodes are common in our daily life. But why this obsession with skin colour? Perhaps the messiah syndrome as South Asia has bowed before the fair-coloured outsiders repeatedly with the British culminating the process. And now mass media is reinforcing our beliefs through unlimited access to the outside “beautiful” world.