The Pink Tax refers to implicit gender-based price discrimination (Fugate, 2010) in which products marketed
toward women are priced higher than comparable men‘s products despite offering similar functionality. While well
documented in Western markets (NYC, 2015), Indian evidence remains limited (Sharma, 2024). This study uses secondary
data to examine the Pink Tax within India‘s personal care segment of the FMCG industry. Prices of 28 matched male
female product pairs—including razors, deodorants, shampoos, moisturizers, and skincare items—were collected from major
e-commerce platforms such as Amazon, Flipkart, Nykaa, and Big Basket. Findings reveal a substantial average Pink Tax of
78.23%, with the highest disparities observed in razors (123.88%), deodorants (107.25%), and moisturizers (97.52%). The
results indicate that pricing gaps arise primarily from gendered marketing strategies rather than genuine formulation or
manufacturing differences. Low consumer awareness, lack of regulation, and reinforcement of gendered cultural norms
further enable such practices (Biswas,P, 2024). The study underscores the need for stronger consumer protection, transparent
pricing, and corporate accountability.
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[11] New York City Department of Consumer Affairs. ―From Cradle to Cane: The Cost of Being a Female Consumer.‖ New
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