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Maharashtra polls: Lalbaug's a hub for party merchandise

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T-shirts with party symbols displayed at a Chinchpokli shop
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A city doesn't get the feel of elections till each street is decorated with flags and banners as political parties struggle to get the voter's attention. The state assembly elections are set to begin, so are the promotional rallies and speeches. This is the time when a handful of decoration shops at Lalbaug swap their sari business for something much more profitable: party merchandise.

Volunteers and supporters will soon don their party colours stamped with insignia, waving flags to make a lasting impression on voters. Most Lalbaug-based decoration shops are all geared up to supply the demand of promotional goods, but haven't received any orders yet.

Though the list of candidates is not out yet, these shop owners are hopeful that once the list is out, candidates will invest in these promotional goods ranging from flags, banners, caps, badges, key chains, you name it.

Pramod Mehta has been selling saris for 11 years, but has ventured into selling shawls in party colours this year. "The market is slow due to the monsoon. I haven't received any major orders yet. Party members come and take quotations and sample pieces but haven't bought anything," he said.

Yogesh Parekh, 64, started his decoration shop 'Parekh Brothers' twelve years ago and has been supplying party merchandise since then. "The item which is popular right now is the party logo button. You can fasten it over your shirt button. I also sell logo saris. I have one of Shiv Sena and Republican Party of India where half the saree has an orange and white SS logo, while the other half has the blue and white RPI logo. I had a monopoly for three years on the Shiv Sena banner roll as only I could make the state map, tiger, bow and arrow and all the leaders put together on a single roll, but then everyone copied it," said Parekh, who used to be one of the only two shops supplying party-based promotional goods back then. Now, there are around 12 shops doing the same.

Things look different at Siddhivinyak Dresswala, as they have already sold material over Rs 10 Lakh for Shiv Sena and BJP. Rajesh Purohit, one of the owners, started this business in 2002 and says that the business of politics is all year round.

Amaan trading has set shop for three months on rent and will move back to Delhi once the elections are over. Shamshad, the manager, says, "People have only taken samples till now. We are expecting orders when the polls come closer. We'll shift base to another state next in line for elections."

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