Airtel — reg the price hike for recharge

I was surprised when i lastly recharged for 698 unlimited pack, the same unlimited pack was before 499, i was shocked why this sudden 200 price hike, i mailed to airtel and somone called me i asked, why there is a price hike, he told other operators are making their price high so we are doing it, i dont understand there will be some limit that government will be allocating the company to have the price, the thing is if jio making the hike you made hike, when jio gave for free, have you gave it for free,