While for government jobs officially discrimination on the basis of skin colour is not allowed, for jobs in the private sector, for marriages, it is difficult to change the mindset of people and fair complexioned individuals have a better chance of getting a good job in most private sector companies and also getting promotions quickly to reach a senior position in the organization.
Similarly women who are fair complexioned are likely to get more marriage proposals, and have to pay less dowry. Well educated men, getting a good salary or having a good income , will usually prefer a fair complexioned and good looking bride.
As a result men and women continue to spend a lot of money and time to make their complexion lighter. For example in goa, many young women will keep their face completely covered with a scarf to avoid being tanned when they leave home.