Battling rising prices, Prime Minister Manmohan Singh on Tuesday bluntly told the industry, it had societal obligation to assist government in controlling inflation and warned against seeking short term gains. "Let me be upfront and say that the industry and trade must eschew the temptation of seeking short term gains and should cooperate with the government to ensure long term stability of the growth process," he told captains of industry at the annual meeting of apex association CII.