This paper proposes a robust midterm framework to determine optimal time-of-use (TOU) electricity pricing for retailers using intuitionistic fuzzy divergence based thresholding. It will analyze load profile and perform a comprehensive evaluation of load violation and uncertainty as well by exponential intuitionistic fuzzy entropy. The key advantage is that the proposed method will handle uncertain behavior of load and wholesale price with membership and non-membership functions. In the proposed algorithm client response to the retailer prices and the competition among rival retailers have been explicitly taken into account. The proposed scheme can be applied to several pricing policies where the peak-to-average ratio (PAR) will be decreased. The model is implemented on a realistic case in which the superior performance of the proposed method is demonstrated. (C) 2017 Published by Elsevier Ltd.