CBEC chief tells firms, restaurants to lower prices Central Board of Excise and Customs (CBEC) Chariman Vanaja Sarna has written to 100 major companies including ColgatePalmolive, Dabur, Nestle, and Hindustan Unilever, and 15 restaurants including McDonald´s, Café Coffee Day, and MTR, to pass on the benefit of reduction in goods and services tax (GST) rates to consumers. The move comes amid instances of companies and restaurants persisting with high rates, raising profiteering concerns.In a letter to company heads and associations, Sarna asked them to go for a commensurate reduction in the prices of products and give it wide publicity.“While it is a legal requirement, you will agree that for all citizens this is an important social responsibility. It would be most helpful if the reduced prices are also given wide publicity,” the letter reads.The letter was sent a week after the GST Council went for a massive trimming of items in the 28 per cent bracket, besides reducing rates o