No, you aren鈥檛 seeing double in the photos below. And that鈥檚 what Miss India critics are calling out.

The Miss India beauty pageant is under fire from people calling out its seeming lack of diversity after an image showcasing finalists鈥 headshots showed only fair-skinned faces with very similar physical characteristics.

The image, which has gone viral, is from a newspaper spread in The Times of India.

Despite India being one of the world鈥檚 more , the 30 finalists appear to fit one standard of beauty, critics argued.

鈥淲hat is wrong with this picture,鈥 one user simply asked on . 鈥淲hy can't a Miss India be ... a dark brown or darker chocolate brown?鈥 another user .

Indian-born, London-based writer Samira Sawlani , 鈥淗ow to choose from such a diverse bunch?!鈥 Another user , 鈥淪o much for India being a 'diverse' country.鈥

鈥淭hey all have the same hair, and the SAME SKIN COLOUR, and I'm going to hazard a guess that their heights and vital stats will also be similar,鈥 she further .

Many online stressed there was nothing overtly wrong with the women themselves, but what irked them was the lack of representation from a population of 1.3 billion.

They said it mattered which finalists make it to the pageant because they go on to represent India on a wider stage in Miss World, with many going on to become Bollywood actresses, appearing in front of millions of impressionable young women.

 

IMAGES WERE RETOUCHED: ORGANIZERS

In an interview with , the grooming expert for the pageant, Shamita Singha conceded that the headshots had been retouched because the contestants looked "like plastic.鈥

She further blamed the newspaper鈥檚 print for the way the contestants looked and stressed that the contestants鈥 skin was not as fair as the viral photo suggested.

"This is not the skin tones of the actual pictures," Singha said. The organizers have also responded by posting multiple photos of the contestants on its -- with more noticeable differences in appearance.

But critics point out that this latest fiasco didn鈥檛 happen in a vacuum.

INDIA鈥橲 SKIN-WHITENING INDUSTRY WORTH $400M

For decades, there鈥檚 been an ongoing debate over the prevalence of colorism or shadeism -- discrimination based on darker skin tones -- within black, Latinx, Asian and Indian cultures.

鈥淯nfortunately, in our country, [people] think looking better means looking fairer,鈥 Dr. Jamuna Pai told CNN in 2013, adding there is a big demand on skin-whitening treatments in India particularly.

Critics point out that the Eurocentric beauty ideal has been fuelling a booming skin-lightening industry in India for years. And colorism can affect marriage and job prospects.

In 2011, the World Health Organization found that skin-lightening or bleaching made up 61 per cent of India鈥檚 dermatological market. One estimate valued this industry market at nearly US$400 million.

The trend in India widely began in the 1970s, when India's first fairness cream, called 鈥淔air and Lovely,鈥 was introduced to consumers.

In 2005, a version of this product was targeted to men. Modern advertisements for similar creams and gels promise consumers a better chance at finding love and employment.

It鈥檚 only been in recent years that new campaigns have sprouted up to counter years of marketing.

Actor Nandita started 鈥淒ark is Beautiful鈥 arguing that 鈥渢he prejudice definitely proceeds the product 鈥 but the question is 鈥榙o we want to capitalize on this prejudice and this lack of self-worth?鈥欌