If you are one of those who believe that the maximum retail price (MRP) printed on packaged food products would prevent retailers from overpricing, you might be living in a fool’s paradise. A visit to any of the multiplexes in the city would reveal that the prices of packaged food items and beverages sold there are much higher than the market prices.
A team from ‘Express’ the other day purchased a one-litre bottle of mineral water from PVR Cinemas at Edappally for `40, which was the MRP printed on it. The same product of the same brand was found to be priced `20 - a much lower MRP tag - in other retail shops. Why the different price tags for the same product in different stores, and who fixes the MRP? To find answers, the team approached the Legal Metrology Department which oversees consumer-related issues in the State.
According to officials of the Department, as per the Packaged Commodities Rules, there is nothing wrong in selling the same product on different MRPs. The Rules only stipulate that the MRP of packaged food products sold in the market should be displayed on the pack. “Unfortunately, the Rules don’t stipulate that the product of a particular brand, of the same quantity and quality, should be sold at a fixed price. Companies have the right to change the MRP. It is a common practice among food companies, who take advantage of the loopholes in the law. Such ‘malpractice’ could be prevented only by amending the relevant Act,” says Legal Metrology-Central Zone deputy controller Ram Mohan R. “Fully aware of all the aspects of the Rules, commercial establishments like multiplexes place large orders with mineral water companies. As per the deal, the suppliers display higher MRPs on the bottles.
The mineral water companies and the multiplexes might be sharing the extra profit earned from the sale,” says an official. When asked about the reason behind the difference in the price of bottled water, employees at the food counter of a multiplex claimed that no illegal practice was involved in the business. “You can check the price tag on the bottle. The price is fixed and it is maintained in all our branches across the country,” they add.
Money gone with the wind
Scene 1
Sanjay bids bye to multiplexes
Sanjay, an employee of a private bank in Kochi, was not so long ago a movie buff who never missed out on the latest releases. But as his family expanded, he opted to wait for the movies to be shown on TV or watched them in ordinary theatres once in a while. The banker’s decision was not so much the result of ticket rates as the cost of food and beverages burning a hole in his pocket.
According to Sanjay, when movie tickets for three added up to less than `500, the cost of food and beverages alone comes to more than `800. With outside food not allowed inside the screening hall, watching movies with his wife and children in town is something firmly out of his monthly budget now.Dijo Kappen, managing trustee of the Centre for Consumer Education, said the government should take steps to ensure uniformity in the prices of food and beverages sold at film theatres. He said the fact that youth comprise majority of the crowd make it easy for those fleecing.
Last month, the Legal Metrology Department had conducted surprise raids at the multiplexes here, giving cinema lovers hope that popcorn, burgers and ice cream prices would take a tumble and come within their reach. However, when Express team visited the various multiplexes, two weeks on since the Metrology raids, it found that nothing much had changed.
“Yes during the raid, we had found that multiplexes charged exorbitant prices. We have given them one-month to ensure that popcorn and soft drinks are sold after properly weighing them. A cup of soft drinks and popcorn had no mention of weight or standard weight. We had also registered a case against some of the multiplexes in this regard after the violation was detected,” said Ram Mohan, Deputy Controller (General), Legal Metrology Department, here.
Scene II
Deepak goes for a movie and...
Deepak, 20, from Palakkad had come down here after his friend called up asking him to collect some dress materials bought for the marriage of the friend’s sister at Palakkad. Since his friend had some urgent work to finish before the marriage, it was difficult for him to personally handoverthe dress materials and get back to work here.
As he was a final year student, Deepak had only his pocket money to fall back on and he arrived here by bus in the morning with just `200 in his pocket. It was after reaching here that he came to know from his friend that the delivery of the dress material from a shop at Broadway would be possible only by evening. Hence, he had no option other than to roam about to kill time.
“ Since it had started to rain, roaming was ruled out. So I decided to go for a movie, that too at a multiplex as I hadn’t experienced it. So I went for a movie and bought a ticket costing `83. The sad thing was that I purchased popcorn from the mall and a bottle of water without glancing at the price list. I thought it would come to around `50 and the water `20, but the rate was more than double and I didn’t have the money to buy both items. So I had to settle for the water, that too after spending `40. There was nothing extraordinary as far as the quality was concerned if you were to compare it to the ordinary theatre. Then why are they charging such an exorbitant price?” asked Deepak.
Just like Deepak, there have been several others, who felt baffled after scanning the price list.
However, the authorities, who are vested with the necessary powers to take action, have so far chosen to look the other way.
Dialogues
‘Insanely high rates’
Convenience at malls comes at a cost. As a filmgoer I shell out some extra dough for movies every month..But what gnaws at my mind is the insanely high rates at the multiplexes. A single movie forces you to fork out around `250-300 if you are alone, and `800+ for a family of three..It’s surreal! A regular popcorn and Coke costs more than the movie ticket..the hole in the pocket just gets bigger with each visit. Of course, the maxim ‘quality comes at a price’ is understandable, but you have got to draw a line somewhere.. Right now, it’s regal rip-off
‘Uneven prices’
For me, movies are the biggest form of entertainment. And there is nothing like watching it on the big screen. I prefer watching movies in PVR/ Cinepolis because of the quality there. Of late, I no longer prefer going to these places due to the exorbitant rates they charge on tickets, food and beverages. When we go as a group, we find it difficult to get tickets as there are very few seats allotted for the cheaper rates. Food and beverages are charged exorbitantly and restrictions on outside food makes it an unpleasant experience.
‘A wrong message’
The snacks offered at these places are highly priced. Not only are the prices unreasonable, the food items and the beverages provided there are unhealthy also. This is a cause for concern as this food culture sends a very wrong message to the people, especially the youngsters. I am of the view that clean drinking water should be offered to the visitors totally free of charge
‘Bitter incident’
I don’t go to the movies often. But twice I happened to watch a movie in a mall. As usual we had brought some snacks and water from home, but at the entrance we were barred from taking it inside. While watching the movie guys from the food stall came in to take the order. I was forced to buy them as the kids and my elderly mom were feeling famished...
‘React strongly’
We are the ones, who encourage such high and unreasonable prices. We have to take the blame for taking things lying down
‘Boycott them’
If the public can’t afford such sky-high prices what is the need to frequent these multiplexes?
‘Stand up for rights’
There are specific consumer laws which say that not a penny more shall be paid than the MRP. Then how can these people fleece people like this?