Beauty contests in rural India

PTI informs us:

Homegrown major Dabur India Ltd is planning to host beauty pageants – Dabur Amla Sundar, Susheel, Yogya Pratiyogita – across rural India. The competition for finding beautiful, good-natured and capable women from villages as part of its strategy to relaunch the firm’s flagship hair oil- Dabur Amla.

I wonder what will happen when these contests are held in rural Bihar and UP. Will you have local mafia dons demanding to be judges, and insisting on bikini rounds? Cadaverous caravans cascade.

I wouldn’t be worried about women being commodified by these contests, by the way. Women are already treated as sub-human in much of rural India. No?