Recently, a matrimonial website, Shaadi.com, faced backlash from its users for having a skin tone filter for matchmaking. They were apparently asked to select how dark or light their skin is, under this option.

A user, Hetal Lakhani from Dallas, USA, started an online petition against the option, following which the website has removed that particular filter, according to a report by BBC.

While the users questioned the filter for promoting colourism, Shaadi.com has reportedly said that the filter was not serving any purpose and was a product debris they missed removing. The website also claimed that the filter wasn’t working and users would see results of all skin tones.

In a statement issued by the website, a spokesperson, said:

We do not ask any of our members to share their skin colour and hence there is no form of discrimination on the basis of that either. It has been many years since we’ve taken this stand. The filter that was visible on the website, was something we missed removing and it had absolutely no place or purpose on the platform. We were more than happy to get rid of it.

Another user Meghan Nagpal, was using the website for finding a potential Indian-origin partner. When she saw the complexion filter, she discussed it on a Facebook group and this soon turned into a campaign.

Speaking to BBC, Meghan, said:

I emailed them (shaadi.com) and one representative said this is a filter required by most parents.

The matrimonial website is being criticised on social media for promoting racism and netizens are calling this move, a step towards equality.

Our obsession with a particular skin tone is not new. It has been ingrained into our minds over all these years. Time and again, the issue has been raised by some people and the debate recently reignited after George Floyd’s death in the US.

It’s good to see brands re-examining their policies that promote colour discrimination in any way.