In western countries, a tan is considered to be fashionable , men and women spend a lot of time in the sun, trying to get a tan for their skin. There are some advantages of exposing the skin to sunlight, also as this will help their body get Vitamin D which is an essential vitamin.
However in eastern countries, especially south asian countries like India , fair skin is considered to be a sign of beauty, especially among women. Even if the facial features of a woman are not very pleasant, if she has very fair skin, she is considered beautiful, and her prospects in the marriage market, social and professional life will be better.
On the other hand older dark skinned women are often labelled as ugly and discriminated against, openly denied the income and opportunities they deserved only because of their skin complexion