Amid the noise of discounts, the MRP dies a silent death

For decades, MRP stood for dignity. Today, with democratic, secular, and inclusive access to information, prices behave like mood swings

- SANJEEV KOTNALA

The obituary of MRP (Maximum Retail Price, as it was called) should be filed under “tragic comedy”.

Once a symbol of certainty and fairness, confirmed brand transparency and value, it has now been hounded, mocked, and slashed so relentlessly that it has been forced to exit the market stage without a whimper. The official cause of death? Discount overdose.

For decades, MRP stood for dignity. It was printed firmly on every pack and acted like the Lakshman Rekha of commerce. You knew how much you needed to shell out, give or take a few rupees of neighbourhood goodwill. However, in today’s digital marketplace, with democratic, secular, and inclusive access to information, prices behave like mood swings. In the morning, the odd-shaped, freshly repositioned shampoo is Rs 999. By lunch, it’s Rs 699 in a flash sale. At tea, it’s Rs 1,299 with a “last day only” claim. By dinner, it's back at Rs 799, with a screaming red sticker that resembles a political rally placard.

The consumer is left feeling like an extra in a confusing skit on the stage of the marketplace. Everything is Lajpat Nagar bargaining, but without the satisfaction of a final handshake—just endless shouting matches between fonts in yellow and red.

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