State-run oil marketing companies (OMCs) in India have initiated a messaging campaign aimed at reducing their subsidy burden for liquefied petroleum gas (LPG) consumers. These messages inform consumers that their gross taxable income exceeds the ₹10 lakh threshold, potentially leading to the discontinuation of the ₹24.50 subsidy per cylinder. Many consumers, like a resident from Velachery, expressed confusion and irritation over the messages, questioning the relevance of their income tax records in this context. Consumer activist T. Sadagopan criticized the low subsidy amount, stating it is insufficient for transportation costs and represents a significant reduction from previous subsidy levels. The messaging campaign has sparked concerns over privacy invasion, as it relies on sensitive income tax data. An LPG distributor noted that the confusion began after consumers submitted their KYC documents during a recent drive. This initiative follows directives from the Ministry of Petroleum and Natural Gas, aiming to streamline subsidy distribution.