The (Strange) Math of Vim Packs

Scrolling through Reddit today, I stumbled upon this post that struck a chord with many consumers. A user pointed out what looks like a classic case of “fooling customers” with Vim dishwashing liquid pricing.

The reddit post in question

The math:

• 155 ml for ₹20

• 500 ml for ₹99

• 900 ml for ₹205

By normal grocery logic, bulk should be cheaper. But here, ten small packs (1550 ml for ₹200) cost less and give more than a 900 ml bottle for ₹205. No surprise that Redditors called it a gimmick.

But if we peel back the layers from a microeconomics lens, the picture looks more nuanced.

The Principle of Price Discrimination

As Professor Viswanath Pingali explained in our Firms and Markets class, this is an example of price discrimination. The same product is sold at different effective price points to capture different consumer segments.

In India, smaller packs/sachets aren’t just a marketing trick. They are a lifeline for households that cannot afford to spend ₹200 upfront. A ₹20 sachet makes branded products accessible. For the company, that’s a consumer base they’d otherwise lose.

This is not about maximizing profit on every single milliliter. It is about expanding the customer base and creating affordability at the margin.

Small Packs vs. Big Bottles: Two Different Markets

So why not just make the big pack always cheaper per ml? Because consumers don’t behave like spreadsheets.

• Small pack buyers → highly price-sensitive, limited cash flow, need accessibility.

• Big pack buyers → less price-sensitive, care about convenience, storage, and fewer trips to the store.

Vim knows very few people will actually stock up on ten small sachets at once. The majority who can afford it will still grab the bigger pack. In practice, this works out as a balancing act: sachets expand the base, while bulk buyers provide steady margins.

Why This Isn't 'Fooling' Consumers

From a consumer psychology angle, yes, it feels like a gimmick. We have been trained to believe that bulk equals savings. Seeing the math inverted triggers frustration.

But here’s the psychology: most middle-class families don’t stand in the aisle calculating per ml value. They want fewer refills, less clutter, and smoother use. That convenience premium is what Vim charges for, and most customers are happy to pay it.

This dual pricing system isn’t about tricking people; it’s about charging different segments what they are willing (and able) to pay.

It’s a strategy rooted in inclusion. Smaller wallets get to buy into the market, while larger ones pay extra for convenience.

The Takeaway?

The Reddit post isn’t wrong: the pricing does look counterintuitive. But instead of deception, it’s actually textbook microeconomics in action.

So the next time you see a ₹20 sachet giving you more bang for your buck than a family pack, don’t just blame corporate gimmicks. It's the invisible hand of economics making sure even the smallest wallet gets to buy a branded product.