Melburnians will struggle to buy a purebred puppy or kitten when the Victorian government's little-known plan to ban their sale in pet shops takes effect, the dog breeding industry says.

The government quietly announced the proposed ban in the lead-up to the state election last year, although it is yet to specify a time for the ban's introduction..

Teigan Cloke of Upmarket Pets has her arms full with a trio of pups. Credit:Eddie Jim

Industry groups are irate , claiming the policy will destroy their businesses and drive the trade underground.

"You will not buy a dog under $5000 shortly," said Greg Kirby, owner of Upmarket Pets at the Queen Victoria Market. Mr Kirby expects to lay off 15 staff when the ban comes into force.