Item girls in Indian Cinema Objectification of women in Bollywood has become increasingly rampant, accompanied by a spurt in the demand for item girls. As a result, many top stars are doing item numbers, and the phenomenon is becoming less stigmatized. Many new women entering Bollywood find item numbers a more amenable shortcut to success, as opposed to more traditional roles with no guarantee of eventual stardom.Former item girls in pop songs outside films, Rakhi Sawant, Mumait Khan and Meghna Naidu, for example, are now quite in demand and very popular. Today, they are even being given lead roles in commercially successful movies.As of 2007, Mallika Sherawat has become the most expensive "Item Girl", as she charged Rs. 1.5 crore for the song Mehbooba Mehbooba in Aap
Ka Suroor - The Real Love Story. 