Informed consumers today are concerned about how their beauty and personal care products are presented and advertised. Beauty brands who were biased towards fair skin tone faced a huge backlash over their skin-lightening products. Following this, Godrej Consumer Products Ltd (GCPL) decided to drop the word ‘fair’ from its soap range which sells under the hygiene category. Nisaba Godrej, Executive CMD GCPL says, “It’s a minuscule brand for us and we’re actually sort of changing the name. I think it’s the right thing for the consumer and for us. All consumer product companies are now really doing this.”