The receipt · discount theater
We asked whether the MRP was a costume. Three weeks of logging answered it.
On 11 July we photographed the same −20% across Dot & Key's store and said one day of data couldn't call it. Here is what the log has recorded since:
| Dot & Key | 10–14 Jul | 15 Jul onwards | What moved |
|---|---|---|---|
| 10% Vitamin C + E serum | ₹556 (MRP ₹695) | ₹695 | MRP disappeared |
| Watermelon SPF 50+ sunscreen | ₹476 (MRP ₹595) | ₹595 | MRP disappeared |
- Both products changed on the same day, and in both cases the MRP stopped being shown rather than the price rising against it. That is a storewide promotion ending, not two independent price decisions.
- The reverse also shows up. Minimalist's Light Fluid SPF 50 showed no MRP until 18 July, then displayed ₹349 against a ₹315 price. The price has kept moving since and sits at ₹332 today. The ₹349 never budged. The reference number is the stable part, not the price.
- So the MRP here behaves like a switch the store turns on for a sale, not a standing price the discount is measured from.
One store, 48 logged days from 10 July; our logger missed five days along the way. This is what the data shows so far, not a verdict on the brand or on Indian D2C pricing generally. The interesting test is the late-September sales, and we are still logging.