light, creamy brown, or having a light brown complexion. Commonly used adjective in matrimonials to describe the ideal bride. Euphemism for fair.

Implies light brown skin, the colour of wheat. Matrimonial terminology for anyone who doesn't fall under the 'fair' category, but higher up than 'dusky'.

You must have come across these words on DD national or some Doordarshan regional channels,where the correct usage of word was/is practiced to describe lost/missing people.Lately after the dotcom boom,a decade ago matrimonial sites started infesting the internet.They completely but not intentionally changed the meaning of the above composite word.
Wheatish complexion is now a blatant euphemism of dark and some shades below it.People elect to select that option.who wants to be dark in India?that is so depressing da.fair and handsome and fair and lovely(these are products by a company who sells hope-the hope of being fair some day) are in business because people don't like being dark in India.