A feminine hygiene product launched in India which promises to brighten skin around the vagina is causing widespread controversy

A 25-second TV advert for Clean & Dry Intimate Wash is being advertised on prime time television, and shows a woman using the product to lighten her sexual organs to please her man. The product has divided opinion in India, being seen by many as a sad indictment of discrimination against darker skin within the social caste system, while others deny the product has any racist connotations. Despite attempts to end discrimination based on the caste system, it is still widely accepted in India, with the five different levels of the caste system being Brahman, Kshatriya, Vaishya, Shudra, and Dalit. Brahmans are generally considered to be the highest caste group, while Dalits, formerly known as the Untouchables, are considered the bottom rung of the social hierarchy and are often ostracised and forced into menial jobs. The business of skin lightening is big in India, with Bollywood stars including Shah Rukh Khan endorsing such products. Skin bleaching creams are already widely used in many countries. Fair And Lovely is a popular skin lightening cream originally from India, but sold worldwide, while Porcelana cream is also a huge seller worldwide.