Expenditure on fairness creams, and cosmetics which claim to make one fair, manly, womanly and what not far far exceeds the amount of money spent on Homas. Then not many people go around campaigning against these beliefs in the efficacy of cosmetics. These beliefs about cosmetics and dubious drugs for enhancement of virility and what not are much more prevalent than the beliefs about the efficacy of Homas. But then you are not politically correct to campaign against such beliefs. Nor would you get a hearing because of the power of the multinational cosmetic and drug manufacturers. Alcohol and tobacco are drugs and not entertainment. You get addicted to them.