KARACHI, Oct 13: As many as 2,500 retailers and shopkeepers have been fined Rs925,595 from Oct 7 to Oct 13 for overcharging, majority of whom are fruit, milk and vegetable sellers.

On an average, 300 retailers are being found by the deputy district officers, town municipal officers, mukhtarkars and Enterprise and Investment Promotion officers fleecing consumers daily. As many as 20 persons have been sent to jail from Oct 7 to 13.

The city government officials claim that their price-checking exercise was much effective from last year’s, but actually, it appears that price control efforts have so far fizzled out especially in the case of milk, fruits and vegetables.

Retailers are outrightly selling milk at Rs28 against the official rate of Rs25 per litre in almost all city parts.

The city government fined 44 milk-sellers on Thursday. While on an average, 50 milk-sellers have been fined from the start of Ramazan.

Milk-sellers have not displayed any pricelist at their shops, and consumers are buy milk because it is an essential item not only in Ramazan consumption but also for children.

Last year, the city government had lost the battle against milk-retailers. However, this year again, it was repeating the same mistakes by picking up retailers instead of dairy farmers.

Many people say that the staff strength of the city government (around 70-80) are inadequate for controlling prices effectively in such a big city especially in the case of important items like milk, fruits and vegetables besides basin and gram pulse.

In fruits, consumers hardly find the official pricelist at fruit shops, giving a freehand to retailers to fleece them both on price and quality.

On an average, 150 fruit sellers have been fined a day for demanding higher prices from consumers.

Same is the case with vegetable dealers who also charge Rs1 to Rs2 more from consumers in the absence of any pricelist at their shops.

On an average 50 vegetable dealers have been caught red-handed for selling the commodity at a higher price.

Market people say the city government’s price-checking campaign is now becoming a routine exercise after the earthquake, as focus has been shifted towards the collection of relief goods for earthquake victims.

An official did not agree that the campaign was in full swing.

He said: “Actually, our officers have duty timings and they cannot check prices round the clock in markets or after the Ramazan.”