It's OK to be dark in INDIA-a Historical facts survey and interpretation.
These are loosely correlated facts hypothesizing a seemingly obvious fact.
Historical correlation of 'whiteness’ with purity and 'blackness' with filth seems like a conscious/ unconscious effort over our civilization/ culture. Every would-be mother, at least in the inner mind asks for a fairer child, every teenage girl in India wishes ' if she could be as fair as the Bollywood starlet', most mid20's girl's parents look for a ‘fair, handsome, financially stable' groom.

There is historically established hierarchy in Indian Hindu culture. The fairer complexion correlated with aristocracy and affluence and vice versa. The fair skinned benevolent gods always fighting darker skinned 'asura' (demons) in hind mythology.
In 'Padma Purana ' (Hindu religious text),Lord Shiva makes fun of Parvati (Lord Shiva' wife), then darker colored, she get's angry and finds inner strength and becomes fair/ gold colored. I am not arguing that Hindu scriptures are promoting color based profiling. Then again, there is 'Krishna' the powerful Hindu god with blue/black skin. My personal interpretation is Hinduism evolved over ages in our Indian subcontinent. Various versions and interpretations lead to the evolution all the available Hindu manuscripts now. Thus the conflicts arise in spiritual concept between Valmiki's Ramayana (in Sanskrit) and KambaRamayanam (in Tamil). Which ever version got more publicity influenced our understanding what is cool or not cool; even in skin color.
I think the British rule in India for almost a decade further compounded our 'color interpretations' as lighter color emerged as the symbol of power, superiority. The white colored ' British beauty' traveling in fan fare was identified as the culmination of pristine beauty. Thus the extreme eagerness of Indian women to be lighter skin, similar to our 'famously beautiful' colonizers.

Do check out an interesting video about how skin color affects psyche. http://vimeo.com/16210769