FALís loyalists in 158 million Indian households were wooed by the science and star-power of international brands. To keep pace FAL re- incarnated itself in a more scientific ìfairness treatmentî avatar. It gained on fairness expertise but was still losing on brand love. In a bid to fix functionality had it downplayed its root strength? When it was most loved it championed her cause. ìDelay marriage by 3 yearsî- our new cause to help her ëbe someoneí rather than settle to be ësomeoneís wifeí when a well-settled boy came along.