The concept of marriages is considered to be sacred in Indian Culture, and it can be viewed as a sacred bond and unionbetween two people. Arrange marriages have become a tradition for Indian people. It has been an emblem of this Indian culturesince remote ages. In India, on a daily basis, overall of 425 million people read newspapers because newspaper advertisementsare rich sources of cultural, social, and historical information. Fair skin has been always a part of national spirit of Indians.Though, castes and classes of a person often intersect, fair skin has also been recognized for being an evidence of “betterfinancial and social status of a person.” Long time before, when globalisation arrived, Men and women considered dark skin asa disgrace to them. However, augmented promotion of light-skinned beauty in advertisements since the ongoing of economicliberalization directly points out how market forces play an important role in intensified divisions of gender, caste, religion, andclass. But, people still prefer for time-tested practicing of taking matrimonial advertisements in e-newspapers. Our objectiveof this research work is to use these ads to infer that In today’s scenario, Indian people/societies are fetish towards whiteskin. We have performed query based analysis on matrimonial advertisements in the period of 2010-21 through data miningof e-newspapers. Graphs are plotted depicting the frequency of keywords chosen for a particular time period. We also createda searchable database for all the ads for 30 newspapers of various languages. This study concluded that despite various kindsof developments on many fronts, no matter if it is technological, cultural , and social, Indians still prefer white skin whilemaking crucial decisions of their lives.