A Pakistani-made fairness cream allegedly containing dangerously high levels of mercury is being sold in Bhopal markets and online, raising concerns over consumer safety. Marketed as 'Goree', the cream is reportedly available at cosmetic shops, e-commerce websites and social media platforms across Madhya Pradesh.Bhopal Police have launched an investigation to trace how the product entered the Indian market, identify its suppliers and establish how it reached retail outlets despite restrictions.

The cream, labelled 'Made in Pakistan', is reportedly being sold for Rs 150 to Rs 800, including at shops in Chowk Bazaar, a major cosmetic market in Bhopal.MERCURY LEVELS ALLEGEDLY 5,700 TIMES ABOVE SAFE LIMITAccording to dermatologist Dr Prerna Sharma, the cream contains mercury at a concentration of 5,700 parts per million (PPM), against a safe limit of less than 1 PPM. If confirmed, the concentration would be 5,700 times the permissible threshold.Mercury is a toxic heavy metal that can cause serious health complications with prolonged exposure, affecting the kidneys, nervous system and brain.

Its effects may not become immediately apparent, leaving consumers unaware of the damage caused by continued use. Dr Sharma said mercury interferes with melanin production, the process that determines skin colour, making the skin appear lighter.

However, this is not a natural improvement in skin health, and the effect may reverse once the cream is discontinued.Concerns have intensified following reports from Maharashtra that more than 18 women suffered kidney damage after using the cream. Its reported availability in Bhopal despite a ban in Maharashtra has also raised questions about its distribution network.MADHYA PRADESH GOVERNMENT ORDERS PROBE The Madhya Pradesh government has taken cognisance of the issue.

Minister Vishwas Kailash Sarang has directed the police and concerned departments to investigate the matter and initiate appropriate action.Bhopal Police Commissioner Sanjay Singh said the police were probing how Pakistani-made products were entering India despite trade restrictions. Investigators are examining the supply chain to identify those bringing the cream into the country, supplying it to retailers and distributing it through local markets.The cream is reportedly being sold through physical stores, e-commerce platforms and social media, raising concerns over the extent of its circulation and the number of consumers potentially exposed to it.Police are attempting to establish the source of the product, identify intermediaries and determine whether an organised network is involved in its distribution.The investigation will seek to establish how a product carrying potentially hazardous levels of mercury reached consumers despite restrictions.

Meanwhile, its alleged sale has renewed concerns over the health risks associated with skin-whitening products containing toxic chemicals.- Ends