India’s #GiveItUp campaign

The #GiveItUp campaign was launched by the government of India in 2015 to encourage LPG users who can afford to pay the market price for LPG to voluntarily surrender their LPG subsidy, motivated by a national effort to bring down a massive subsidy bill for the government. The campaign not only targets consumers to give up their LPG subsidy, but also aims to empower and safeguard the health of poorer women and children by providing them with clean cooking fuel. As of 2019, approximately 72 million consumers have given up their LPG subsidy. Since the launch of the PMUY scheme, which is focused on connecting households below the poverty line with LPG, and the related #Giveitup Campaign, the proportion of Indian households using LPG, has increased from 56.2% to 89%, which represents an increase of 33.2%, driven by the popularisation of cleaner fuel alternatives and LPG subsidies.

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