## Election Merchandise Industry Booms in India Ahead of National Vote
With India's two-month-long national election approaching, involving nearly a billion voters, the demand for political party merchandise and flags has surged. Garment factories are temporarily converting their operations to meet this increased demand, transforming from sari production to election flag and banner creation.
Mukesh Agarwal, a factory owner in Mathura, Uttar Pradesh, estimates that there are 40 similar factories in the region. He highlights the importance of flags and banners in political campaigns due to their low cost and high visibility. These items, often priced as low as 1 rupee ($0.01), serve as effective tools for promoting party symbols and engaging voters.
Surat, a textile hub in Prime Minister Narendra Modi's home state of Gujarat, is a major center for election merchandise production, along with other locations like Mathura and Hyderabad. This industry provides a significant economic boost, generating jobs and revenue through the purchase of goods and services ranging from small merchandise to helicopter rentals.
Gulshan Khurana, general secretary of a traders association in Delhi, estimates that political parties spend between 30 billion and 50 billion rupees on election merchandise, creating approximately 10 million jobs. He notes a 30% increase in business compared to the 2019 election, when Modi's Bharatiya Janata Party spent heavily to retain power.
While opinion polls predict an easy win for the Modi-backed coalition, opposition politician Rahul Gandhi of the Indian National Congress believes the race is closer than projected. The upcoming election promises to be a highly contested event, with the merchandise industry playing a significant role in shaping the campaign landscape.