Ramazan’s Impact: Rising Fruit Prices Stir Concern in Punjab
As the holy month of Ramadan began, fruit and vegetable prices soared across Punjab. Despite some initial declines following a few days, many items remained priced above their officially set rates, sparking questions about how these prices were determined and whether there was a significant gap between wholesale and retail costs.
First-grade bananas, which should have sold at Rs240 per dozen under official guidelines, fetched at least Rs300. Guava, with an official rate of Rs145 per kilogram, saw second-grade versions priced at Rs150. Kandhari pomegranate, fixed at Rs630 per kilogram, was often found for sale at around Rs700. Apples that should have cost Rs420 a kg were being offered at over Rs450.
While some consumers reported price reductions after shopkeepers were warned about complaints, many buyers chose not to question the vendors and ended up paying higher prices. Rana Aftab Ahmed, a resident of Wagah Town Lahore, noted that enforcement by the Punjab Enforcement and Regulatory Authority (PERA) had improved implementation in several areas. “However, some sellers continued charging above official rates,” he added.
Commenting on Punjab’s legal framework for setting prices, Shehzad Cheema, District Officer of Punjab Agricultural Marketing Regulatory Authority (PAMRA), explained that these rates were based on wholesale auctions early morning where farmers and traders bid openly. Prices were then averaged by the Market Committee and adjusted to include transportation costs, marketing fees, retail profit margins, and additional factors.
“When you add in transport expenses and other overheads,” Cheema said, “the official rate is fixed at an average level. Retailers argue that prices are influenced by supply and demand dynamics—when there’s higher demand, prices rise; when supplies are abundant, they come down—but most consumers remain oblivious to the complex pricing structure.”
Farmers, such as Khalid Mahmood Khokhar of Farmers’ Ittehad, argued that production costs were rising sharply due to seed, fertilizer, pesticide, and diesel expenses. “Despite these increased costs,” Khokhar noted, “farmers often struggle to recoup their investments, leading some to sell produce below cost.” A recent study by the Pakistan Institute of Development Economics (PIDE) supports this claim, highlighting cases where farmers discarded cauliflower because its selling price didn’t cover transport and other expenses.
Meanwhile, traders countered that wholesale prices were the foundation. “Higher demand pushes up prices,” Haji Muhammad Ramzan from the Fresh Fruit and Vegetable Traders Association Punjab explained. “Abundant supply drives them down.” Retailers highlighted that they struggled to sell at official rates given higher procurement costs.
The PIDE study also pointed out the pivotal role of middlemen in the market without a designated space, which added further operational burdens. An annual registration fee under PAMRA compounded these issues for consumers. In February 2026, the Punjab government introduced a revised mechanism and mobile app to facilitate transparency—allowing citizens to check official rates and file complaints against overpricing.
Despite improvements in enforcement, the core issue remains unresolved: how price controls can bridge the gap between wholesale and retail markets, ensuring that essential commodities remain accessible without squeezing consumer pockets.