As India gears up for its massive election involving nearly a billion voters, the demand for political party merchandise, including flags and banners, is soaring. In preparation for the first voting day on April 19, garment makers in places like Mathura, Uttar Pradesh, are transforming their manufacturing facilities to focus on producing election-related items instead of their usual products like saris. Mukesh Agarwal, a factory owner in Mathura, highlighted the significant role of flags and banners in political campaigns due to their cost-effectiveness and efficiency in promoting party symbols.
The production of election merchandise, known for its low profit margins and high volume sales, sees items like party badges starting from as low as 1 rupee. In places like Mathura, multiple factories are capable of churning out up to a million flags per day to meet the escalating demand during election season. The use of flags as a primary promotional tool is particularly emphasized in a country like India, where many individuals have limited education, making them a crucial medium for conveying party messages and symbols during campaigns.
Apart from Mathura, other regions like Surat and Hyderabad serve as key hubs for election merchandise production, contributing to the economic activity boosted by campaign spending. Political parties investing in various goods and services, ranging from small merchandise to even helicopter rentals, can generate substantial revenue and create job opportunities, as stated by Gulshan Khurana from the traders association in Delhi's Sadar Bazar market. The anticipation for the election outcome is also reflected in the market sentiment, with a predicted win for Prime Minister Modi's coalition but opposition voices like Rahul Gandhi suggesting a closer competition than anticipated.