Imported items taxation

Hello,

We have a client who sells imported items(mostly sports shoes and Tracksuits). We just had his DVAT registration done.

He says that if he sells the goods below the printed price on the box of sports shoes and tracksuits i.e. import value he won't have to pay VAT on those goods.

I haven't heard about any such thing, but he says it's the common practise and every dealer of same occupation does the same in Market.

Is this correct? Please help