Why is Indian media obsessed with fair complexion?

Bollywood is largely dominated by Punjabi khatris who are mostly fair in complexion. Even in South India the superstar Mahesh Babu is called 'Milk boy' for his fair complexion. In Bollywood if you are dark its hard to get fame. I know Deepika is dark but they try best to make her fair by putting so much makeup in every film.

Even if you look at television every single actor in daily soaps are so fair that even white people get embarrassed by seeing how much obsessed Indian media is for fair complexion. These actors are not fair at all. May be some are light skinned but the way they are shown in TV dramas with too much white makeup that they look fairer than any white person.

Why is the west obsessed with tanned complexion ?

Not just India, let's rephrase it to majority of Asians

Colonial hangover in the beginning.

At least India's obssessed with only white skin.
Koreans are obssessed with slim waists, slim nose, double lid eyes, plumpy lips, fair and perfect skin and everything associated with beauty. Basically they hate anyone who doesn't fall in their beauty criteria.
But don't worry they have 'solutions' for these 'problems' and they are plastic surgery and make-up.
Ooh and those chin and nose shaping thingies as well.
Almost every actor or actress in k drama I have seen has done plastic surgery. So sad for them.