India's Election Merchandise Industry Gears Up for a Two-Month-Long Political Battle
With India's two-month-long election approaching, involving nearly a billion voters, the political merchandise industry is experiencing a surge in demand. Garment makers are converting their factories to produce election flags and banners, anticipating a high volume of orders.
In Mathura, a temple town in Uttar Pradesh, factory owner Mukesh Agarwal reports that there are at least 40 similar factories operating in the area. These factories are producing millions of flags daily to meet the increasing demand. Agarwal explains that flags and banners are the most popular and affordable campaign materials, with prices starting as low as 1 rupee ($0.01).
Surat, a textile hub in Prime Minister Narendra Modi's home state of Gujarat, is the center of election merchandise production. Smaller hubs like Mathura and Hyderabad also contribute significantly to the industry.
The election season provides a significant boost to the economy, as political parties spend heavily on various 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.
Khurana, a market trader for nearly 50 years, reports a 30% increase in business compared to the 2019 election. This surge in demand suggests a heightened level of political engagement among the Indian population.
While opinion polls predict an easy win for the Modi-backed coalition, opposition leader Rahul Gandhi maintains that the election is much closer than anticipated. The coming weeks will reveal the true outcome of this political battle, with the election merchandise industry playing a crucial role in mobilizing voters and shaping public opinion.