The Indian political sphere is not just confined to rallies, speeches, and debates; it has now extended its reach to the digital marketplace.
With the Lok Sabha elections looming, e-commerce platforms are witnessing a surge in the sale of political merchandise, ranging from BJP-branded dream catchers to Congress-themed dupattas.
E-commerce giants are now serving as one-stop shops for political enthusiasts, offering an extensive array of election-themed products.
A simple search on these platforms with the name of a political party yields results flooded with merchandise, from flags to pendants to pens, all catering to diverse political affiliations.
This trend traces back to the 2019 polls when e-commerce platforms became hubs for campaign merchandise and accessories, according to representatives from these platforms. Speaking on the condition of anonymity, a representative explained, "When everything is sold online, why not this? Sellers put it on our platforms, and we merely ensure it follows protocol."
Interestingly, some political parties have taken matters into their own hands by selling merchandise directly on their websites.
The NaMo merchandise website, for instance, offers an extensive range of products adorned with slogans supporting Prime Minister Narendra Modi.
Despite attempts to elicit responses from Amazon India and Flipkart on this trend, no responses were received. However, suppliers of these merchandise to e-commerce platforms shed light on the phenomenon.
They revealed a significant surge in online sales during the Lok Sabha elections, attributing it to the shift towards online retail.
While merchandise associated with major parties like the BJP and Congress remains popular, a new trend has emerged: a heightened demand for merchandise representing regional and state parties.
E-commerce platforms now offer items catering to various political affiliations, including key chains featuring party logos and innovative products like party-themed clocks and lamps.
Sadar Market, known as Delhi's largest wholesale market for household items, has witnessed a transformation in sales over the years. According to shopkeepers, a significant portion of campaigning has shifted online, with their products now primarily catering to rallies and party members
As the Lok Sabha polls approach, scheduled to be held in seven phases from April 19 to June 1, the political merchandise craze is expected to escalate further.
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