Ram Soni sells paan, a betel nut-based chewable stimulant, to a customer at his jail cell-themed shop decorated with hangman’s nooses in the western city of Ahmedabad. Soni says he wants to send a message about the dangers of tobacco, a common ingredient in paan. He offers a Rs2 discount to customers who choose a tobacco-free version. His paan sells for between Rs5 to Rs25 per piece.