Understandably, the public distribution system (PDS) for food is not a top-of-the-mind issue for India's affluent. Still, it is expected that a Mumbai-based industrialist whose family has close links with politics would be familiar with the term that is at the centre of a public debate on food subsidy, financing which will undoubtedly influence the tax breaks the upcoming Budget can offer the corporate sector. Yet, throughout an interview on the Budget, the industrialist referred to the PDS as DPS to general puzzlement — until an embarrassed personal assistant intervened to correct him.