By Rajiv Shah New data released by the National Sample Survey Organisation (NSSO), in the report “Key Indicators of Household Consumer Expenditure in India”, released in June 2013, have suggested that the purchasing power of the people, as reflected in the monthly per capita expenditure (MPCE), has been rising at a much slower pace than most states of India. As a result, Gujaratis, on an average, are forced to spend a higher percentage on food items, as against non-food items, which are a secondary priority of people. Non-food items, according to the NSSO, include transport, fuel, light, clothing, footwear, education, medical bills, entertainment, paan and cigarettes or bidis, and durables.