dna special: Mumbaikars, check MRP to know if local vendor is 'milking' you

In a massive rip-off of consumers in Mumbai, retailers illegally charge them above the maximum retail price (MRP) for milk. Officials from the state department of legal metrology, which cracks down on such violations in MRP rules, say the extent of the overcharging can be gauged from the fact that Mumbai has an estimated daily consumption of around 60 lakh litres of milk.

In 2012-13, the state legal metrology organisation received 131 complaints from consumers about being charged above the MRP for milk, of which overpricing was found to have happened in 67 cases, while those named in 14 cases could not be located.

In the current financial year, 85 complaints have been received, of which 15 have been found to be genuine and 42 are pending.

Officials from the department admit that these complaints were the tip of the iceberg as consumers rarely complained about the malpractice due to factors like lack of awareness.
Offences are compounded and violators are fined up to Rs2,000 for the first offence; subsequent offenders are hauled to court.

An official said, “In Maharashtra, most complaints of overcharging come in from Mumbai, Thane, Navi Mumbai and Panvel, where it’s rampant.” He added that milk distribution companies and dairies also needed to initiate action on errant vendors.

Another official said reasons for vendors overcharging consumers included the multiple layers of the marketing chain in Mumbai — some roadside vendors purchase milk from distributors and retailers for selling it to consumers. Some errant retailers claimed that they were overcharging to make up for refrigeration costs, but the official pointed out that violating the MRP rule was illegal. Nabbing roadside milk vendors is also difficult at times as they may shift their base.

Controller of legal metrology Ashok Dongare said, “People can inform us about such incidents on our control room or by e-mail. Prompt action will be taken.”

In 2012-13, the department also received 18 complaints of being overcharged for mineral water and 118 regarding cold drinks. In 2013-14, the number of complaints regarding the MRP rule being violated for cold drinks was 59.

Consumer activist Varsha Raut said state agencies like the department of legal metrology need to be proactive and vigilant and see if the MRP rule is being implemented.

Here’s what to do
Consumers can lodge complaints regarding short delivery, accuracy of weights and measures and overpricing (charging rates above the MRP) with the department by calling on (022) 22886666 or sending an e-mail to dclmms@yahoo.in, dclmms_complaints@yahoo.com and dc_legalmetrology_ms@maharashtra.gov.in.