Political Swag: Parties Target Younger Voters with Quirky Merchandise

With the 2024 General Elections just a month away, the sale of political merchandise has surged on both offline and online platforms. Multiple online touchpoints such as Amazon and Flipkart, the NaMo app, and various other websites are offering merchandise from parties like BJP, AAP, Congress, and the Samajwadi Party, among others.

The NaMo app and its merchandise website boast an extensive range of products, including T-shirts, mugs, notebooks, badges, wristbands, keychains, stickers, magnets, caps, and pens adorned with slogans such as 'Modi ka parivar,' 'Phir ek baar, Modi sarkar,' 'Modi ki guarantee,' and 'Modi hai toh mumkin hai.' 

E-commerce platforms are catering to diverse political supporters with merchandise like keychains featuring the Samajwadi Party's logo, TMC AC Adapter Night Lamps, and CPI (M) bonnet flags. The online platforms are selling BJP's dream catchers to AAP's logo on vintage maritime clocks and Congress' signature scarf, these online platforms provide a wide array of election-themed products.

According to Statista, over 550 billion Indian rupees were spent in the 2019 Lok Sabha elections in India. Over a twenty-year period involving six elections, expenditure has increased by around six times. The ruling party BJP held a major share in election expenditure, with around 275 billion Indian rupees, followed by the leading opposition party Congress.

Economists predict that spending by political parties for the 2024 General Elections could exceed Rs 1 lakh crore. "Since the 2014 elections, we have witnessed a drastic shift towards the digitization of elections in India. From the online sale of political merchandise to heavy advertising spends on digital platforms, political parties are targeting younger generations with quirky merchandise and ad campaigns," said a senior political analyst.

He further added, "Merchandise such as flags, scarf/stoles, and basic T-shirts were common among supporters of political parties. However, today, multiple brands have entered the segment with new product categories. The political merchandise market in India is highly unregulated and seasonal. Roughly estimating, based on active voters in India (61 crore) in 2019, the political merchandise market size is around Rs 5,000 crore in India."

A senior party member from BJP in Maharashtra stated, "Our party supporters are purchasing merchandise from multiple sources. As a political party, we have certain restrictions on our campaign spending. We are delighted to see multiple brands and sellers offering our political merchandise."

The Lok Sabha polls are scheduled to be held in seven phases, commencing on April 19, with vote counting slated for June 4. This marks the world's largest democratic exercise, wherein Prime Minister Narendra Modi will seek a third consecutive term. Subsequent phases will take place on April 26, May 7, May 13, May 20, May 25, and June 1.