From razors to shampoos – the subtle sexism in your shopping cart

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What began centuries ago as a fight for dignity and autonomy has today evolved into a complex web of consumerism. From Nāgeli's protest against the "Breast Tax" in colonial-era Kerala to the modern-day Pink Tax, history shows us that basic human needs and gender identity have long been commercialized and commodified-especially in India.

A Historical Reminder: The Breast Tax
In 19th-century Travancore (now Kerala), women from lower castes were forbidden from covering their breasts in public-a symbol of caste oppression. They were often forced to pay a "breast tax" (Mulakkaram) if they chose to do so.
The most notable protest came from Nāgeli, a woman who refused to comply. She cut off her own breasts and died as an act of resistance. Her sacrifice became a symbol of the battle against caste-based exploitation of women's bodies.
Though this practice was abolished, it's worth remembering how control over women's bodies has historically been monetized-and continues to be, in subtler but equally damaging ways.

The Pink Tax: The Cost of Being a Woman
Fast forward to today, and gender-based pricing continues in the form of the Pink Tax-where products marketed toward women are priced higher than similar (or identical) products for men.

Pink Tax in India:
Razors: Women's razors are 20-30% more expensive than men's, despite having no functional difference.

Deodorants: A 150ml "for her" variant can cost ₹30-₹50 more than the "for him" version of the same brand.

Salon Services: Women's basic haircut or waxing services are often 2-3x more expensive than men's grooming.

Healthcare products like menstrual pads and feminine hygiene items are taxed as "luxury goods" (though GST was removed from pads in 2018, others still apply).

Numbers That Speak:
According to a 2022 report by Economic Times, Indian women spend ₹250-₹600 more per month on grooming essentials than men. A Statista survey (2023) shows India's beauty and personal care market is projected to reach $30 billion by 2027, with over 60% driven by female consumers. Meanwhile, only 19.9% of women in India are formally employed (NSSO, 2022), making them pay more despite earning significantly less.

The Commercialization of Basic Needs
Whether it's beauty, hygiene, wellness, or safety, women's basic needs have become high-margin industries. From sanitary pads and skin creams to anti-aging products and "wellness" diets, each aspect of a woman's body and identity has been turned into a marketing category. Brands sell not just solutions, but insecurities-promising fairness, youth, slimness, and success, all packaged and priced for maximum profit.
"Capitalism doesn't just sell products-it sells problems only it claims to solve," writes feminist economist Nancy Fraser.

Gender Pricing: Not Just a "Western" Problem
While the Pink Tax is often discussed in Western contexts, India's deep-rooted patriarchy adds an additional layer. A combination of cultural pressure, limited access, and financial dependency forces many women to conform to standards that cost more but offer no real benefit. Even schoolgirls face period poverty, with millions unable to afford sanitary products-while urban women are bombarded with high-end period "subscription boxes" that market menstruation as a "luxury lifestyle experience."

Control, Commodify, Capitalize
Just like the breast tax wasn't about clothing but about control, the modern Pink Tax isn't just about pricing-it's about systematically profiting off of gendered expectations.
The message has simply evolved: "To be accepted, you must look, smell, and live a certain way. And that will cost you."

What Can Be Done? Fighting the Pink Tax in India
Addressing the Pink Tax in India requires a combination of awareness, consumer action, and legal measures. Women can make a significant impact by choosing products that are fairly priced regardless of gender labeling-for example, opting for men's razors or deodorants when prices for women's versions are unjustifiably higher. This conscious purchasing habit sends a clear message to companies that gender-based pricing will not be tolerated. On the legal front, although India currently lacks explicit laws banning gender-based price discrimination, existing frameworks like the Consumer Protection Act of 2019 provide avenues to challenge unfair pricing. Drawing inspiration from countries such as the United States and France, which have enacted legislation against the Pink Tax, India could benefit from adopting similar regulations to protect consumers.

Promoting gender-neutral pricing requires a collective effort from consumers, governments, and advocacy groups. By boycotting brands that impose higher costs on women and supporting those committed to fair pricing, consumers can pressure companies to change their policies. Governments and consumer rights organizations should step up to enforce regulations that prohibit discriminatory pricing. Public awareness campaigns, petitions, and social media activism play vital roles in holding businesses accountable and encouraging transparent pricing structures. Recognizing and rewarding companies that practice fairness will help build a more equitable marketplace and pave the way for ending this hidden tax on women.

(This story is part of the 'Period Positive' campaign of Boldsky and aims to break menstrual taboos, promote menstrual health awareness, and foster open conversations around periods with dignity and pride.)