Prohibition as brand equity

Gujarat was the first Indian state to implement prohibition on alcohol in 1958 but of late, there has been growing demand for relaxation on this front. Those opposing prohibition say relaxation would boost tourism and business at the state's special economic zones (Gujarat has the distinction of being the first state to enact the Special Economic Zone Act, 2004). Rubbishing that view, a government official said: "Prohibition is our uniqueness. There is no need to do away with it to boost tourist flow; rather, tourists across the globe could come here and see the current crop of people in Gujarat. How people live in prohibition can be our brand equity."