Election merchandise makes ecomm debut ahead of polls
Indian politics is taking a leaf out of the US playbook. With Lok Sabha elections just weeks away, political merchandise is taking off in a big way for the first time in the world's largest democracy.
Ecommerce platforms such as Amazon, Flipkart and Meesho are cashing in on the poll fever, selling 'election clothing' such as t-shirts, caps and sweatshirts with messages such as 'NaMo Hat Trick', referring to Prime Pinister Narendra Modi, and 'Rahul is Hope', referring to Congress leader Rahul Gandhi.
«At least two dozen sellers have onboarded different ecommerce platforms with election merchandise. We are consistently getting requests from sellers as the election momentum builds up,» said an executive at a large ecommerce platform asking not to be named. Amazon, specifically, is selling merchandise under a 'Wear Your Opinion' franchise on the online platform.
Independent retailers and brand licensee companies are betting on newer and younger voters and building up the voting hype to retail a diversified range of political merchandise straddling trendy, premium apparel to mass-priced key chains, car and house flags, lamps and clocks.
Brand licensing company Black White Orange is launching premium apparel with messages such as 'How to be an Inkfluencer' or 'I want you to vote for India' under its brand A47. Bhavik Vora, chief executive and founder of BWO said, «For the first time, election merchandise sector is taking off in India with the 2024 polls, an industry that is massive in the US.» He said Gen Z and social
