[chocolategoddes]

It's not just India or other Asian cultures(obviously) but as far as I know this is VERY popular among West African women. I have aunts with husbands, kids, and siblings who are very dark and yet they are this funny shade of brown and yellow.
I'd ask my mom, " Why is Auntie so-and-so lighter than everyone?" and she'd tell me because she bleaches her skin.
It's a big beauty fad in places like Nigeria but it's also looked upon, kind of like extreme tanning is here.
Light skin sometimes means youthful and brighter skin to people. I would be lying if I said I never used to wish I was slightly lighter, too, but I'm happy with myself now. But hey, it's up to them. Bleaching your skin, wearing blue contacts, straightening your hair... all the same idea to me.