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That is the only amusing thing about that. The rest is probably a logical next step in a mainstream culture that also tries to tell women they need to make themselves look white in order to be beautiful. Very troubling.

This always annoys me. Indian beauty norms are not about wanting women to look white. It's not to do with that at all, they (in general obviously) favour the light-skinned-Indian look, not a white-as-in-Caucasian look.

Their culture around beauty and skin colour is no more 'troubling' than ours, it's exactly the same, but we favour tanning as opposed to lightening.

Now I think both are slightly troubling, we risk skin cancer to get darker skin through UV light, they risk similar problems through bleaching their skin to go lighter, but it needs to be highlighted that 'they' are not trying to look like 'us', any more than 'we' are trying to look like 'them'.