To popularize use of LPG as domestic cooking gas in India, it was used to be supplied by the government to the consumers at a very subsidized rate. All the domestic consumers are now using it as their cooking gas; the government has to pay the extra money for the users. So after coming to power, Prime Minister Narendra Modi in March officially launched 'Give It Up' campaign appealing to people who can afford the market price not to avail the subsidized rate so that the subsidy is better targeted for the needy. Three months after his appeal, it is reported that only 0.35 per cent of the domestic LPG consumers have so far given up using subsidized cooking gas. So, it seems that the consumers have turned a deaf ear to the appeal.