Government has urged the industry to cater to ever changing demands of consumers and focus on fulfilling their social responsibilities. Presenting the Rajiv Gandhi National Quality awards for 2009, Minister of State for Agriculture, Food and Distribution Prof. K V Thomas calls to strive for consumer satisfaction by delivering quality products apart from profitability. Stating that the service sector contributes more than 50 per cent to the GDP, he informed that new standards prepared by Bureau of International Standards aims to improve quality of services provided by various Public Sector Organisations. Mr Thomas said that government is continuously working on providing world class services in health, banking, finance, insurance, tourism, hospitality, transportation and education to the people. AIR correspondent reports that the Rajiv Gandhi National Quality Awards are given annually since 1991 to encourage Indian Manufacturing and Services Organisation to strive for excellence.