Alleged Black Marketing of Liquor and Cigarettes Raises Consumer Concerns in Agartala, Calls Grow for Investigation into Overpricing
By Our Correspondent
Agartala, July 14, 2026
Allegations of widespread black marketing and overpricing of ITC's Gold Flake cigarettes, along with complaints of liquor being sold above the prescribed prices, have sparked concern among consumers and retailers in Agartala. Demands are mounting for immediate intervention by the authorities to protect consumer rights and ensure fair trade practices.
According to complaints received from retailers and consumers, a network of distributors, wholesalers and hawkers is allegedly creating an artificial shortage of popular cigarette brands, particularly Gold Flake, to compel retailers to purchase stocks at prices significantly higher than the company's wholesale rates. Retailers claim they are left with little choice but to procure stocks at inflated prices, which ultimately results in consumers paying more than the printed Maximum Retail Price (MRP).
The allegations further suggest that a distribution facility located near a well-known luxury hotel in Agartala has become the focal point of these activities. Complainants allege that the distribution system is being manipulated to restrict supply, enabling middlemen to earn illegal profits while tarnishing the reputation of one of India's leading tobacco brands.
Several individuals have been named in the complaints as allegedly playing key roles in coordinating the distribution network. However, Tripurainfo has not independently verified these allegations, and the individuals concerned have not publicly responded to the claims.
Retailers have alleged that a Gold Flake cigarette pack carrying an MRP of Rs.115 is reportedly supplied to retailers at Rs.130–135, despite claims that the company's wholesale rate is approximately Rs.105. Similarly, Gold Flake Lights, with an MRP of Rs.240, are allegedly supplied to retailers at around Rs.235 and subsequently sold to consumers for Rs.250. Similar allegations have also been made regarding several other ITC cigarette brands.
Consumer rights activists argue that selling packaged products above their printed MRP, except where legally permitted, amounts to an unfair trade practice and violates consumer protection norms. They have urged the Department of Food, Consumer Affairs, the Legal Metrology Department and other enforcement agencies to conduct surprise inspections of distribution channels and retail outlets to verify the allegations.
The controversy has also drawn attention to a broader issue of alleged overpricing of liquor at licensed retail outlets across Agartala and its suburbs. Consumers have repeatedly complained that several government-authorised liquor shops and statutory counters are charging prices above the notified rates.
The issue recently gained prominence after a customer was reportedly injured during an altercation at a suburban liquor outlet over alleged overcharging. Observers note that buyers of cigarettes and liquor often avoid challenging retailers over inflated prices due to social stigma or a desire to avoid confrontation, allowing such practices to continue unchecked.
Consumer groups have warned that unless the government takes prompt action against the alleged overpricing and black marketing of tobacco and liquor products, public resentment could escalate, increasing the risk of further law-and-order incidents.
Business associations and concerned citizens have therefore urged the state government to initiate a comprehensive investigation into the alleged supply chain manipulation, verify whether tobacco and liquor products are being sold above the prescribed prices, and take strict action against anyone found violating consumer protection, legal metrology and other applicable laws.
Disclaimer: This report is based on allegations and complaints received from retailers and consumers. The claims have not been independently verified by Tripurainfo.Com.
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