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▼ It is the contest that kick-started Bollywood superstar Priyanka Chopra's career, so it is unsurprising that this year's Miss India finalists have such wide smiles in their publicity shots.
After all, this is a competition with the power to change lives.
But instead of being able to enjoy their success, they have found themselves at the centre of a storm over a photo collage which, critics say, suggests the organisers are obsessed with fair skin.
The collage published in the Times of India newspaper - which belongs to the group that organises the annual beauty pageant - depicts 30 headshots of beautiful women.
But when a Twitter user shared it and posed a question: "What is wrong with this picture?" it began to gain traction.
What is wrong with this picture? pic.twitter.com/61B23aYFr6— LeBrown James (Naa_Cheese) May 28, 2019
With their tame, glossy, shoulder-length hair and a skin tone that is virtually identical, some quipped that they all looked the same. Others wondered out loud - albeit as a joke - if in fact they were all the same person.
As the picture gained traction on Twitter, critics made the point that while there was nothing wrong with the image of the women themselves, the lack of diversity in skin colour has once again highlighted India's obsession with being fair and lovely.
As social media chatter grew, we tried to get in touch with the organisers but there has been no response so far.
Beauty pageants have been serious business in India since the mid-1990s. The country has produced several famous Miss Indias, like Aishwarya Rai, Sushmita Sen and Ms Chopra, who also won global titles. Many pageant winners have also gone on to have lucrative Bollywood careers.
Over the years, institutions that train young women aspiring to participate in beauty pageants have mushroomed across the country.
But again, many of their biggest successes have been women who are light-skinned.
This is hardly surprising. (▪ ▪ ▪)
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