With the Lok Sabha elections just weeks ahead, political merchandise is experiencing a significant surge for the first time in India, the world’s largest democracy.
E-commerce platforms like Amazon, Flipkart, and Meesho are capitalizing on the election excitement by offering ‘election-themed clothing’ such as t-shirts, caps, and sweatshirts with slogans like ‘NaMo Hat Trick’, in reference to Prime Minister Narendra Modi, and ‘Rahul is Hope’, alluding to Congress leader Rahul Gandhi.
“Numerous sellers have joined various e-commerce platforms with election-related merchandise. We are continuously receiving requests from sellers as the election momentum grows,” stated an executive from a major e-commerce platform who preferred to remain anonymous.
Amazon, in particular, is offering merchandise under a ‘Wear Your Opinion’ series on their online platform.
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Independent retailers and brand licensing companies are focusing on younger and newer voters, amplifying the voting enthusiasm to offer a diverse range of political merchandise. This includes stylish, premium apparel as well as affordable keychains, car and house flags, lamps, and clocks.
Black White Orange, a brand licensing company, is set to unveil premium apparel featuring messages such as “How to be an Inkfluencer” or “I want you to vote for India” under its brand A47.
Bhavik Vora, CEO and founder of BWO, remarked, “The 2024 polls mark the first significant rise of the election merchandise sector in India, an industry of immense scale in the US.” He emphasized the pivotal role of Gen Z and social media influencers in popularizing the message that voting is both trendy and cool.
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In the US, “election clothing” merchandise adorned with slogans like “Vote Biden 2024” and “Trump Facts: 2024” has inundated online platforms in anticipation of the upcoming presidential elections in November. Meanwhile, the ruling Bharatiya Janata Party (BJP), vying for a third consecutive term, has commenced retailing caps, t-shirts, and mugs via its NaMo app. The app features an array of products including t-shirts, badges, caps, stationery, and mugs embellished with PM Modi’s name. Beyond the major parties led by the BJP, followed by the Congress and the Aam Aadmi Party to a lesser extent, several others have also entered the market.
Representatives from Amazon and Meesho opted not to provide a comment.
A different executive from a major ecommerce platform mentioned, “We’re also seeing sellers offering merchandise representing regional parties like Trinamool Congress and Samajwadi Party. Much of the interest in these products is emerging from smaller Indian cities, as they are low-cost items but carry strong patriotic sentiments.”
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