‘Gori Bahu Chahiye No More’ – Dainik Bhaskar has changed Matrimonial ads forever

• Dainik Bhaskar has decided to not publish matrimonial ads demanding skin colour from a girl
• Most matrimonial ads propagate the age-old idea that men are success objects while women are objects of gratification
• It’s high time that Dainik Bhaskar’s initiative should be copied by publications to get Indian daughters relieved of such biases

While hunting through matrimonial ads in various publications, you must have read explicitly racist and sexist requirements like ‘Gori Bahu Chahiye’. You must have felt the rage inside you, only to find out that you can’t do much about it. However, Dainik Bhaskar has taken the initiative on our behalf.

Dainik Bhaskar takes the charge

Today onwards, Dainik Bhaskar will not allow any matrimonial ad which reflects a girl’s skin colour. On 6^th March 2022, the renowned Hindi newspaper posted a snapshot of its official announcement about the same.

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The announcement starts with underlining the role of women in taking India forward in the 21^st century. It then describes its noble initiative in the following words, “Bhaskar Group has decided that from now on it will not be using words like white, wheatish or fair in advertisements related to marriage of women. For establishing a progressive society, each one of us will have to stand against such blatant racism. Every girl has some unique feature which is not related to her colour”

Bhaskar Group has expressed hopes that their initiative will be able to bring in more positive changes for future generations.

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Misogynistic matrimonial ads

Matrimonial ads are full of openly blatant disregard for racial, social, and economic norms of society. Most of these ads basically propagate the age-old idea that men are success objects while women are objects of gratification. Some of them also treat women as success objects as well.

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These ads specifically demand a perfect (according to them) skin colour, shape, and size from the other side of the family. They post it as if they are not looking for a daughter-in-law, rather an employee who will come home and act as well as look in a certain specifically designed way for them.

Both genders are stereotyped in matrimonial ads

Height, weight, colour, educational background, expertise in household works are some of the common demands put forward by people looking for a bride in their ads. Similarly, a girl’s family also posts certain criteria which they require in prospective grooms. In the boys’ case, most of the criteria zero down to his earning potential to take care of his family.

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We live in a society where a woman is well educated and as aware of her surroundings as a man. She is capable of doing everything a man can, to live in modern society. Still, society is finding it tough to get over her physical features. Dainik Bhaskar’s initiative needs to be followed by every other publication.