E-retail logs on to elections

Strong demand for election-related merchandise online.
E-retail logs on to elections

E-retailers are increasingly offering a range of political-related merchandise and this comes at a time when the general elections are just a few weeks away. In addition, political parties are wooing the electorate via this ‘channel’, too, given that younger voters account for nearly 150 million voters and frequently make online purchases. 

As a result, several online retailers are offering wall clocks, mugs and T-shirts inspired by BJP, AAP and Congress, along with a range of apps.

Tony Navin, Vice President - Business Development, Snapdeal, said, "We offer a wide range of products related to the forthcoming elections.” Navin also pointed out to strong sales growth in this segment and demand was largely emanating from customers in tier-II and-III towns.

The trend for election-related merchandise began in ’11, during Anna Hazare’s campaign against corruption, and his supporters wore caps with the tagline - ‘Anna Topi’. And, leveraging this trend, earlier this year, e-retailer tradus offered brooms related to Aam Aadmi Party Jhadus (brooms) for Rs 5, and the response has been overwhelming.

It does not end there, and bluegape.com offers a range of range of merchandise related to political parties. This player has also has tied up with Snapdeal and Flipkart to expand its distribution. Sahil Baghla, Founder, bluegape, said, “We launched merchandise in tune with emerging trends.” Baghla also highlighted that Aam Aadmi Party T- shirts are their bestsellers, and they aiming to achieve 5, 000 orders, shortly.  

Apart from that, thenamostore.com, offers merchandise related to BJP’s prime ministerial candidate Narendra Modi.

Clearly, voters are being wooed online.

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