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We consider a scenario where a retailer can set different prices for different consumers in a smart grid. The retailer's objective is to maximize the revenue, minimize the operating cost, and maximize the consumer's welfare. The retailer wants to optimize a convex combination of the above objectives using price signals specific to each consumer. However, variability in unit prices across consumers is bounded by a parameter $η$, hence limiting the discrimination. We formulate the pricing problem as a Stackelberg game where the retailer is the leader and consumers are followers. Since the retailer's optimization problem turns out to be non-convex, we convexify it via relaxations. We provide performance guarantees for the relaxations in the asymptotic sense (when number of consumers tends to $\infty$). Further, we show that despite the variability in pricing, the pricing scheme proposed by our model is fair as higher prices are charged to consumers who have higher willingness for demand. We extend our analysis to the scenario where consumers can feed energy back to the grid via net-metering. We show that our pricing policy promotes fairness even in this scenario as prosumers who contribute more to the grid, are given large cuts on buying rates. The policy is also found to incentivize more prosumers to invest in renewable energy, thus encouraging sustainability.