Abstract
Gender discrimination is common in modern society, with examples including the gender wage gap, inheritance laws, and access to education. The “pink tax,” or the higher price female customers pay for precisely similar items and services, is a less well-known type of gender discrimination. Companies have employed gendered marketing to increase profits without informing customers about this discriminatory behaviour. Some companies have actively developed gender-neutral pricing strategies and informed customers about the pink charge. Dropping the pink tax is a step towards achieving gender parity, the United Nations’ fifth Sustainable Development Goals. This article delves into the “Pink tax” analysis and its presence in various industries by analysing studies showing female consumers’ take on the Pink tax. It also talks about the position of the pink tax in India and how social media plays a vital role in raising awareness about it. It is concluded that a fairer marketplace that enhances women’s financial empowerment and advances gender equality should be created.
Keywords: Pink tax, Gender discrimination, female consumers.