Tarun Pritam AR, School of Law, CHRIST (Deemed to be University), Bangalore
ABSTRACT
This study examines the "Pink Tax" in India, a gender-based economic disparity where products and services marketed to women are priced higher than similar items for men. The research explores the prevalence, causes, and implications of this issue within India’s socio-economic and cultural context. By analyzing gender-based price disparities across sectors like personal care, clothing, healthcare, and services, the paper highlights how consumer marketing and cultural norms perpetuate gendered pricing.
The research finds that women in India are being charged more for everyday items and services, like personal care and hygiene, and grooming products, that are functionally equivalent to similar male-targeted versions. Cultural stereotypes, marketing, and limited consumer awareness fuel the Pink Tax. This unfairly burdens women financially and exacerbates economic inequality. The research demands policy intervention, consumer awareness, and gender-sensitive business practices to address the Pink Tax, which adds to the discourse on gender equity and economic justice in India.
Keywords: Cultural Stereotypes, Economic Disparity, Gendered Consumerism, Pink Tax, Price Discrimination
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