A razor cut her to the quick. Now, she’s smartingA woman has moved consumer court saying a grooming products company sells its razor targeted at women, at a way higher price, than the counterpart for men – in a different colour. The ‘pink tax’, which this is, is a surcharge women pay on what, once upon a time, were considered gender agnostic products – shampoos, razors, face cleansers, etc. The mark-up comes caked in feel-good, couched in slick marketing, wrapped in psychobabble.Various studies have concluded that women-oriented products are priced 13-19% higher than comparable variants for men. You don’t need pricing pundits to call it out as unfair and discriminatory.The personal care shebang can, reportedly, have a blinding markup – up to 24%. Which means that if Bill buys his at 500, Billette has to cough up 625 for her ‘pink’ version. This, when Billette earns, on average, about 60% less than counterpart Bill.No wonder she’s seeing red. It’s a double whammy. One study also found that barely 30% of those surveyed were even aware of the mark-up. Kota district consumer forum, where Shipra Mathur made her case, has shot off a notice to the company.What now? Pricing is always a pain point. But what could really sting companies is word spreading that desi women, their consumers, aren’t to be treated as devis but cash cows. Better to get equality pricing for razors-shazors in place before the shampoo hits the fan.
Disclaimer: Views expressed above are the author’s own.