Evolution of Beauty Standards in Indian Media and Film: A Critical Analysis

Abstract

This study explores the complex image of fair-skinned women, the prevalent problem of body shaming, and the dynamic growth of beauty standards within the thriving Indian media and film industries. It sets out on a thorough historical trip, uncovering historical details, examining the profound social impact, analyzing the most recent disruptive developments, and examining the powerful influences of advertising, governmental rules, and the emerging #BodyPositivity movement. The goal of the study is to shed light on the complex web of beauty standards and body image depiction that permeates India’s thriving and varied media and entertainment sector. Indian beauty standards have historically been significantly affected by cultural conventions and the lingering effects of colonialism. Fair skin preferences during the colonial era have left a lasting impression, sustaining the idea that beauty and social standing are correlated with fair skin. Earlier media outlets routinely promoted fair-skinned actresses as the pinnacle of beauty, which helped to further establish these norms. There has been a noticeable change in how women are portrayed in modern movies. Recent productions have ushered in a more diversified era, both in terms of physical appearance and character depth, when prior films frequently stuck to conventional beauty criteria. By embracing their natural skin tones and creating complex characters, renowned actresses like Deepika Padukone, Vidya Balan, Taapsee Pannu, Radhika Apte have broken preconceptions.

DOI - https://doi.org/10.65525/SVUP.9788196793241.2025.157-170