I still remember waking up at odd hours just to catch a glimpse of our Indian beauty queens in international pageants. The excitement, in the air was contagious. The allure of glamour was simply irresistible. However, nowadays it seems like no one, the generation shows any interest or enthusiasm for these pageants. This shift mirrors a larger transformation in how Indian society views beauty pageants.
The tradition of beauty pageants in India traces back to the 1950s with the inaugural Miss India competition taking place in 1952. Yet it wasn't until the 1990s that these contests truly captivated the nations' imagination. The year 1994 stood out as a milestone when Sushmita Sen and Aishwarya Rai clinched the Miss Universe and Miss World titles respectively propelling India into the beauty arena.
As noted by fashion historian Dr. Priya Ravish Mehra "The wins in the 1990s coincided with India’s liberalization era. These pageants symbolized India’s expanding influence and aspirations." Consequently, the popularity of these competitions skyrocketed, inspiring women to dream of emulating these iconic beauty queens.
However, it was during the 1996 Miss World pageant held in India that the rift between pageantry and Indian society came to light. Reports from The Los Angeles Times revealed that this event triggered demonstrations from groups such, as farmers, feminists and conservative politicians. The debate became so heated that they had to relocate the swimsuit segment, to Seychelles due, to safety reasons.
In the 1990s and early 2000s, India maintained its presence in international beauty contests despite facing some controversies. Icons like Priyanka Chopra (Miss World 2000) Lara Dutta (Miss Universe 2000) and Dia Mirza (Miss Asia Pacific 2000) solidified India’s standing as a powerhouse in the beauty realm.
However, recent times have brought changes to this landscape. According to Dr. Ruchika Sharma, a sociologist at Delhi University, the emergence of media and a growing emphasis, on body positivity have rendered traditional beauty pageants somewhat obsolete. Nowadays, the younger generations gravitate towards platforms that celebrate a spectrum of beauty and talent.
The decreasing significance of beauty pageants in modern day India is highlighted by the emergence of platforms for showcasing talent and beauty. Professions like Social media influencers, reality TV program participants and digital content creators offer opportunities, for youth to display their talents and receive acknowledgment. Pageants used to be a ticket to Bollywood when mediums of showcasing your talent were limited. Today, with various mediums such as TikTok, Instagram, YouTube and more, the supply exceeds the demand.
The shift, towards valuing women’s education and career aspirations over appearance is also evident in data from the National Family Health Survey (NFHS 5). The survey indicates that 41% of women aged 15 49 in India now have 10 or more years of schooling, a rise from 36% in the survey.
A research study published in the International Journal of Humanities and Social Science Invention revealed that 68% of surveyed adults believe beauty pageants promote beauty standards that are no longer relevant in today’s society. Many individuals perceive these pageants as promoting misogyny holding onto outdated beliefs and displaying signs of privilege.
The Indian fashion industry, valued at over $50 billion as reported by Technopak has moved beyond beauty ideals seen in pageants. Renowned designer Sabyasachi Mukherjee expressed this shift in an interview with Vogue India mentioning how the industry now embraces diversity in body shapes, skin tones and individual styles. The conventional one size fits all beauty standards upheld by pageants are viewed as antiquated compared to this approach.
Furthermore, the strong link between participating in pageants and achieving success, in Bollywood has diminished. In her book "Powder Room; The Untold Story of Indian Fashion", Fashion Journalist Shefali Vasudev points out that the connection between winning beauty pageants and achieving fame in Bollywood is becoming less clear.
As India continues to progress, the conversation around beauty and success has become more nuanced. The decline of beauty pageants reflects a broader societal shift towards more inclusive definitions of beauty, talent, and success. While these contests may persist in some form, their relevance in shaping national aspirations and defining beauty standards has significantly diminished in 21st century India.
(Views expressed are personal and do not reflect on the publication)
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