The Economic Times, March 1998...

"The state of society actually decides for you the level of irreverence that you can go to , what we call 'acceptable irreverence.' It's a step ahead of where you are but not so outrageous that people reject you."
Piyush Pandey, Natl. Creative Director, Ogilvy & Mather, India

"In three years the Indian market for fairness products has almost tripled from 384 crore in 1997-98 to around 600 croroe in 1999-2000, and the number of brands has grown four times."
At least 12 new brands have been launched since 1998. Popular brands have 4 - 6 fake copies, implying that the market is bigger than figures suggest. It's no more just creams. Soaps and talc are also in the market. Most fairness products are first test-marketed in the South. INDIA TODAY, December 2000
"I have never come across a medical study that substantiates such claims. No externally applied fairness cream can change your skin color. As for something like soap, which is on the skin for barely 5 minutes, it's a nonsensical proposition." Dr. R.K. Pandhi, HOD of Dermatology, AIIMS