Four teenage Indian girls explain why they embrace their skin colour

In South Asia, cultural standards of beauty are closely connected with skin colour, giving rise to a flourishing industry of skin-whitening products.

In a new video, four Indian teenage girls from Mumbai question these stereotypes and explain why they love their skin irrespective of their complexion.

Titled #EmbraceYourColour, video has been made by Mumbai-based NGO Kranti, which works for the education of the daughters of sex works as well as the victims of human trafficking in the city. Kranti brought together some of the girls to talk about their idea of beauty.

"I am not fooled by the message that any one skin colour is better than another," says one girl. "I know what true beauty is," adds another.

The girls also call out major Indian and international beauty brands, including Godrej, Johnson & Johnson, Procter & Gamble and Emami, for playing on people's fears when promoting their skin lightening products. "You can hold on to your discolouring creams, and I'll hold on to my colour," the girls add towards the end.