The glowing 'white' faces of Bollywood's leading men and women stare out from the gaudy packaging on dozens of beauty creams piled ceiling high in the chaotic bustle of a Delhi pharmacy. Fair and Handsome, Lady Diana Whitening Beauty Cream, Milky Skin Now - the brands' purpose needs no imagination.
Skin-whitening creams are marketed aggressively in India, where 'good, healthy' looks are seen as the key to a successful life, not just for women but increasingly for men, who are having plastic surgery, too. Nose jobs, fat removal by liposuction, genital surgery and facelifts are fashionable among the new rich, who also have botox to banish frown lines and eye bags.
'More and more wealthy young Indian men are getting surgery before they get married and in many cases to help them find a perfect match,' said Narendra Pandya, a leading Indian surgeon with a diploma from the American Board of Plastic Surgery. 'If one is handsome or beautiful in India one doesn't have to look for a job. The job will come to you. The new middle class understands the importance of appearance.'
An increasing number of foreigners, many of them British Asians, are flying in for cheap operations. India has launched an aggressive campaign to sell itself as a medical tourism hub.
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