This week, I had a chance to visit a retail shop. The hot product of the season is the fairness and sunscreen creams. Shop owners believe that the customers have a fascination with fairness. They feel that the women consumers prefer a similar product(fair and handsome) for their partners. Customer's perceived value relies in the fairness meter. Customers feel that beauty equals progress.

There are many stock keeping units with many pricing strategies. Interacting with the customers, I found that their look and the feel good attitude improves their confidence. They also believe that good matrimonial alliances depend on color.