Low demand for election paraphernalia as parties move from Sadar Bazaar to social media

Sadar Bazaar market in old Delhi is a dense hub of shops, selling everything from spices to bangles and election campaign paraphernalia.

Shopkeepers and suppliers of the last category are working overtime to meet the demand from political parties ahead of the upcoming election. But while the elections generate employment and wealth for hundreds of workers, traders rue that social media campaigns and strict Election Commission guidelines have hit their earnings significantly. "This time political parties are switching to social media for their promotions, which directly affects our business," said Muhammad Sikandar, 33, who makes party flags.

Although it is hard to get an accurate number, the election campaign material market, was estimated to be worth over Rs 100 crore a decade ago. This year, most traders and suppliers estimate, that it has shrunk 50 per cent. The industry employs around 50,000 in the capital. "After 2004, the demand for election campaign material decreased drastically. The trade is slipping to the point of no recovery," said Idrees Khan, 67, who started making election campaign material in 1997. Khan claims that he earns Rs 250 every day during the election season and suffices on meagre savings during the rest of the year.

"The demand is still low in comparison to the last election, but we hope it will pick up with the announcement of final list of candidates," said Anil Gupta, who runs the Anil Bhai Rakhi Wale, at Sadar Bazaar.
Stating that the EC's strict guidelines and monitoring has resulted in falling fall demand for election campaign goods, Gupta hopes that the "increase in expenditure ceiling to Rs 70 lakh per candidate may also increase our business this year".

So what is selling off the racks? Any merchandise that sports the picture of BJP's prime ministerial candidate, Narendra Modi, traders claim. Among the popular items purchased by BJP workers and candidates are Modi's badge, room freshener, toy-motorcycle and hand fans with a 3-D image of Modi. Congress vice president Rahul Gandhi's paper masks are also in demand, they say.

Regional parties from South India, AIADMK and DMK, are also among the top shoppers in Sadar Bazaar, but because of a language barrier, they end up buying mostly flags, wrist bands and caps.