Pravin Kumar, Visakhapatnam collector, has directed the multiplexes in the city not to hike the maximum retail price (MRP) of food items, cool drinks, and other products.

“Under selected channel, it is not appropriate to sell the food products at higher rates. Consumers should not face trouble while buying these items at multiplexes or any open market. Everyone should sell on MRP as per the regulations,” he said at a meeting with representatives of multiplexes and district legal metrology officers.

The new rule, which came into effect on October 30th, will make sure that the customers can buy the products at their specified MRPs.