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Vithala R. Rao

Vithala R. Rao is the Deane Malott professor of management and professor of marketing and quantitative methods at the S.C. Johnson College of Business, Cornell University, ithaca, New York.

The Lesser Evil? Evaluating E-cigarettes Consumption

Are e-cigarettes really the safer alternative? The Indian public health consensus seems to be: not quite. "Ban e-cigarettes" was the unambiguous science-based recommendation made by a 31-member committee reporting to the Ministry of Health and Family Welfare early in 2018 (Kandhari 2018). Five states – Punjab, Karnataka, Jammu and Kashmir, Bihar and Mizoram – already have blanket bans in place on …

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