India is booming. It’s official. ‘Inorbrit’,
the first American-style shopping mall has just opened
in Bombay showcasing global brands such as Pizza Hut,
Guess and Calvin Klein. India is on the map whilst the
world watches on and is being dubbed as one of the world’s
next global superpowers and India’s new middle class
is already 250 million strong and growing. |
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With this in mind, it is no surprise that along with
India’s Westernisation, with it follows the afflictions
that come with the developed world. Consumer culture
is hitting India hard and as India’s Health Minister,
Anbumani Ramadoss has banned skinny models from the
catwalk in an attempt to stop young girls emulating
their role models, the problem is closer than we think
as there has been an increase in the number of young
girls developing both anorexia and osteoporosis in a
bid to stay thin. Ironic, that signs of self-imposed
starvation are showing in a country where, as estimated
by the Food and Agriculture Organization of the United
Nations, there were an estimated 198 million undernourished
people between 2001-2003. |
Urban Indian girls or “Suburban
Mumbaiites” now have access to different forms
of media, which depict a different body ideal to Bollywood’s
traditional curvaceous stars.
There is more emphasis on broadcasting the Miss World
and Miss Universe pageants, which show whitewashed Indian
girls who being critiqued about their bodies and weight.
Fashion TV is available
on cable and depicts super skinny catwalk models
24/7. Susan Ringwood, the Chief Executive Officer
of Beat – the UK’s leading eating disorder charity,
is aware of the impact Westernisation has on anorexia,
“Anorexia doesn't have just one cause, but the globalisation
of a western culture is a proven factor. Spread through
a media that promotes the universal 'thin' ideal in
cultural idols, eating disorders across the globe, track
the arrival of Western advertising and TV in people's
homes,” she told dESSYtRENDS.com.
The irony with India’s social issues with weight is
that the chief attributes Indian women often aspire
to possess is to be fair, tall and very thin; traits
that are typically “Western” and are almost impossible
ideals for young Indian women to attain.
Ramadoss has made the first positive step by banning
skinny models from India’s catwalks. What is also needed
is an education to empower young women to make positive
body choices and learn self-acceptance. Without this,
he may have an epidemic of Western illness on his hands.
More information about eating disorders and where to
get help can be found on http://www.b-eat.co.uk.
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