Finally, the branding for the Indian state of Goa has long been focused on “Sun, Sand, and Sea.” But local authorities want that image to change, writes India Travel Reporter Bulbul Dhawan.

Tourists generally pick souvenirs which are rooted in this mainstream image of goa-like fridge magnets with the cliched ‘I love goa’ quote or beach, palm trees. It also includes keychains, coasters, ...