Click to play videoNew Delhi: The Union Government is sending out a message both on health and shortage by asking people to reduce their intake of sugar.
So eat less sugar, stay healthy and keep diabetes at bay, says the government.
The Food Ministry plans to do exactly that by way of an all out media campaign to be called what else but Cheeni Kum (less sugar).
Private ad agencies have been asked to plan the campaign.
To be released by DAVP, the ads will be shown on television, radio and print including the vernacular media.
Ironically when the NCP's mouthpiece Rashtrawadi made a similar suggestion, it was denounced by the party itself.
byte: DPT: unadulterated stupidity...
But sugar is not all. The ads will feature what the Government has done about other essential commodities like rice, wheat, pulses.
In fact, the idea has been mooted in an action plan note prepared by the Cabinet Secretariat.
"Restraining the consumption of sugar on account of both limited supply and on health grounds, also the processing of raw sugar should be expedited since central excise rules have been relaxed," the note says.
The current sugar crisis has been brought about by the demand supply mismatch - a supply of 160 lakh tonnes and a demand of 230 lakh tonnes.
Moreover, inaccurate predictions by successive sugar commissioners have not helped.
Eat less sugar and stay healthy is the Government's answer to the current sugar shortage in the country.
Now questions are being raised by none other then the Prime Minister himself such as who is responsible for the inaccurate assessment of how much sugar will be produced.
Government calculation has gone haywire and is one reason for the sugar crisis.
(For updates you can share with your friends, follow IBNLive on Facebook, Twitter, Google+ and Pinterest)
More on IBNLive Right Now
TOP NEWS
MOST SHARED
PHOTOGALLERY
