Lok Sabha elections: Over Rs40 lakh spent on poll goods in Gujarat

Every political party worth its salt spends around Rs40-50 lakh per constituency on campaign merchandise like flag, banner, cap, T-shirt, mask and scarf. But the amount is small as it may not reflect on the party and the candidate’s election account.

Currently, the supply of merchandise has been affected and prices have shot up, too. Also, internal politics has affected vendors dealing in such merchandise. Although parties supply campaign materials like scarves and flags to candidates, the latter need stuff like caps, T-shirts, masks, flags and other items to boost campaigning in their respective constituencies.

It is believed that expenses incurred to buy merchandise by the parties and the candidates put together come to around Rs40 lakh to Rs50 lakh, said a vendor. However, it is shown to be below Rs10 lakh in the accounts submitted to the Election Commission, he added.

For a majority of items used for campaigning, polyester is used as a material. “Prices of the material depend on the price of the crude. This time it has gone up,” said Zuber Kucherawala of Ekta Trading.

Traders usually begin manufacturing campaign material about three to four months before elections are announced. “We gauge the demand of the material based on our past experience. Moreover, the design and colours of material do not change frequently. So, we can take a calculated risk to meet the demand during elections,” said Kucherawala.

This election season has witnessed the use of caps, T-shirts, masks rather than banners and posters due to strict implementation of the model code of conduct by the EC. “The quantity of material used during elections has gone down. But our business has not been affected as little costly items are used for campaigning,” said Yasin Mandasorwala of India Mart.

The traders also believe that infighting within parties also affects their business. For instance, if the campaign in-charge changes, there is no guarantee that they would get business, said Kuscherwala.

Moreover, there is pressure from top leaders at times to give business to new people other than that the party usually works with, the order then gets divided between two vendors.

This election season is yet to bring smiles to the faces of traders though. “Both the major political parties have announced their candidates for almost all the seats. But hardly any candidate has turned up to buy campaign material,” said Kucherwala.

Traders in Gujarat have built a reputation of their own based on the quality of printing and material. They believe that the material prepared in Ahmedabad is of high quality and one can rest assured about quantity, too.