Lok Sabha Polls 2024: Party merchandise sizzles online as election fervour builds

Political fervor has seeped into the e-commerce space in India, with merchandise featuring logos and symbols of various political parties gaining immense popularity. E-commerce platforms are now offering a wide array of election-themed products, ranging from flags to pendants to pens, catering to supporters of different political ideologies.

Rising Trend in Political Merchandise
During the 2019 polls, e-commerce platforms emerged as go-to destinations for campaign merchandise and accessories. This trend has continued to grow, with sellers actively participating in offering these products on various platforms.


"When everything is sold online, why not this and it is the sellers who put it on our platforms and the e-commerce websites have to just check it follows the protocol," said a representative from an e-commerce platform in a PTI interview.

Merchandise Offered
NaMo, the merchandise website associated with the BJP, offers a diverse range of products, including T-shirts, mugs, notebooks, badges, wristbands, keychains, stickers, magnets, caps, and pens. These items are adorned with slogans such as 'Modi ka parivar,' 'Phir ek baar, Modi sarkar,' 'Modi ki guarantee', and 'Modi hai toh mumkin hai'.

Regional Parties Join the Fray
Apart from national parties like the BJP, Congress, and AAP, there is a noticeable surge in demand for merchandise representing regional and state parties. Key chains featuring the Samajwadi Party's logo, TMC AC Adapter Night Lamps, and CPI (M) bonnet flags are among the items available on these platforms.

Seller's Perspective
Suppliers of these merchandise to e-commerce platforms have noted a significant shift towards online retail. Previously, supplies were directed to physical shops, but sellers have now adapted to the growing trend of online sales.

"Previously, our supplies were directed to physical shops, but with the shift towards online retail, it only made sense to adapt," one of the supplier commented.

Innovation in Products
To stay competitive, sellers are focusing on product innovation. Examples include a clock featuring the Samajwadi Party's logo, a wind catcher adorned with the BJP's lotus emblem, and dupattas featuring the Congress logo.

Market Trends
Sadar Market in Delhi, known for being the largest wholesale market for household items, houses over 8 to 10 shops specializing in poll-related materials. According to shopkeepers, there has been a notable shift in the sale of these products over the past decade, with a considerable portion of campaigning transitioning online.

According to Shamshad Ali, a shopkeeper at Sadar Bazaar, there has been a notable shift in the sale of these products over the past decade.

"A considerable portion of campaigning has transitioned online, and our products primarily cater to rallies or are distributed among party members," Ali remarked.

Upcoming Elections
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. The subsequent phases will take place on April 26, May 7, May 13, May 20, May 25, and June 1.

The growing trend of political merchandise in e-commerce reflects the increasing digitalization of political campaigning in India. With the Lok Sabha elections approaching, these products not only cater to the supporters' enthusiasm but also signify the evolving landscape of political engagement in the country.

(With inputs from PTI)