Buoyed by the success of the Give-It-Up campaign that coaxed over 1 crore households to forgo the subsidy on cooking gas, the Centre has written to all state governments seeking their support for a similar scheme to cut its rising food subsidy bill. Sources told FE that the Union food ministry in a communication to

states has said Give-it-Up should be promoted under the Targeted Public Distribution System (TPDS). The ministry wants all the 5-lakh-odd fair price shops in the country to display the "real cost of the subsidy" for rice and wheat so that those who can do without the sop could be persuaded to give it up.

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