No one in India hyped Reita Faria when she won Miss World in 60s.
India opening up its economy and all globalisation, liberalisation, privatisation led to hyping pageants, brought global shows and content, brands, channels, lifestyle in India. And we lapped it up.
It has led to slew of other industries also like plastic surgery, cosmetology, fashion design, hair styling, make up artists, so called grooming classes, personality development classes and english speaking and public speaking classes, skin lightening business and sham height increase business as well as rise of gyms and dieticians.
Even Miss India is a marketing gimmick to target states and towns. That auto driver's daughter Manya being one of winners was a way to aim at population from small towns and lower income groups too and move away from just elite families and upper middle class sections or metro towns most Miss Indias came from earlier.
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