BJP’s Maha mix: Tailored populism, welfare outreach

For many, the scale of the BJP led-Mahayuti’s triumph in the Maharashtra Assembly election – winning 235 of 288 seats – may have come as a surprise, especially given the party’s disappointing performance in the Lok Sabha election just months earlier. However, a closer look at the state’s political trajectory would have made this outcome more predictable. The results deliver a clear message: in the post-ideological era of politics, the alliance with the strongest capitalist resources, the most effective campaign machinery, and the most compelling popular narratives will dominate. Unlike previous elections where ideological battles over secularism or Hindutva took centre stage, this time, the political contest was fought on pragmatic grounds. The political coalitions in the state, especially the Mahayuti, focused on welfare populism and emotive sloganeering.

In the aftermath of the Lok Sabha election, many believed that BJP’s grip on Maharashtra had weakened. This massive victory is a demonstration of the party’s political resilience and ability to leverage narratives effectively. By skillfully navigating the issues of anti-incumbency and refocusing on its capacity to deliver effective governance, it has successfully blocked the opposition from creating a sustained narrative for political change. The Congress, on the other hand, failed to capitalise on its strong showing in the Lok Sabha election. Despite riding high on the wave of anti-incumbency and the perception of a sizeable shift of Marathas, the party faltered. Its failure to translate its gains into a cohesive electoral strategy allowed the BJP to reassert its dominance.

Several factors contributed to the Mahayuti’s success in Maharashtra. The alliance benefited from the RSS’ strong presence in the election campaign. BJP’s victory in Haryana, just before the Maharashtra election, played a crucial role in boosting the party’s morale. In Haryana, the BJP effectively countered a confident opposition’s caste-based calculations and presented itself as a party that is committed to the development of all sections of society. This success served as a blueprint for Maharashtra, where BJP refined its strategies and tailored its populist message – this also included a revamping of its core Hindutva agenda which had gained traction with the electorate.

In the Lok Sabha election earlier this year, the I.N.D.I. Alliance successfully built a campaign around social justice, by focusing on the protection of the Constitution and the inclusion of marginalised groups. This helped Congress make inroads in certain constituencies, especially amongst the Dalits and the Adivasis. However, the BJP was better prepared this time around. Under Prime Minister Narendra Modi’s leadership, the party effectively countered this narrative, emphasising its commitment to the teachings of B R Ambedkar and promising to uphold constitutional values. This strong counter-narrative helped the BJP defuse Congress’ social justice appeal and prevented it from gaining ground in the campaign.

During the Lok Sabha election, the BJP was also accused of orchestrating factionalism within the opposition parties, particularly the Shiv Sena and NCP, which damaged the opposition’s credibility. However, in the Assembly election, leaders such as Eknath Shinde and Ajit Pawar were able to present themselves as independent and grounded, focusing on people-centric issues. In contrast, Congress appeared to lack a leader, and the Maha Vikas Aghadi (MVA) coalition, led by Uddhav Thackeray, struggled to regain momentum. This leadership vacuum and a lack of coherence within the opposition party lines allowed the BJP to maintain its strong position.

In the past few years, the Maratha community has been a vocal force in the state’s politics, particularly through its demand for reservations. The community’s frustration with the BJP-led state government was palpable. Many Maratha voters had shifted their allegiance to MVA. However, in this election, the once-critical Maratha sentiment seemed to have softened, with a significant section of the community returning to support the BJP. This shift, particularly in Marathwada and other regions, played a pivotal role in Mahayuti’s success.

Women, a new constituency

Beyond these key factors, BJP’s victory was also influenced by its populist policies. One such initiative was the Majhi Ladki Bahin Yojana, a financial assistance scheme targeted at women, particularly in rural areas. The programme proved highly popular, especially among economically distressed families, and successfully cultivated a new political constituency in the form of women voters. While the state grapples with slow economic growth, agrarian distress, and unemployment, this welfare initiative provided a welcome distraction and delivered tangible benefits to the electorate. BJP’s focus on addressing these concerns ensured that it maintained voter support despite the state’s broader economic challenges.

For BJP, this resounding victory offers a significant boost, both regionally and nationally. It has strengthened the party’s position in the run-up to the Assembly elections in Delhi, Uttar Pradesh, and Bihar, and has enhanced its ability to assert its dominance over the opposition. With many states now with BJP, the party is likely to push its ambitious political agenda, including the contentious proposal for “one nation, one election” and its continued focus on promoting its cultural Hindutva agenda.

For the opposition, the Maharashtra results are a blow to the momentum it had gained following its good performance in the Lok Sabha elections. Congress, in particular, appears to have lost the popular narrative and is now struggling to recapture its influence. The political climate has shifted and the opposition will need to reassess its strategy if it hopes to challenge BJP’s growing dominance in the state.

The election has reaffirmed BJP’s supremacy in Maharashtra, showcasing its ability to adapt, counter opposition narratives, and consolidate key voter bases. The party’s victory marks a new chapter in the state’s politics, one in which BJP will continue to play a central role for the foreseeable future.

The writer teaches at the Centre for Political Studies, Jawaharlal Nehru University

(Disclaimer: The views expressed above are the author's own. They do not necessarily reflect the views of DH).

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Assembly Elections 2024 | The Maharashtra Assembly polls took place against the backdrop of a fractured political landscape in the western state where the Shiv Sena and NCP went up against the Uddhav Thackeray and Sharad Pawar factions, even as the BJP and Congress tried to make their mark. Maha Yuti are currently comfortably poised to win. Meanwhile, in Jharkhand, the JMM faced a challenge after Hemant Soren's arrest and Champai, a longstanding party member, joining the BJP, but look set to retain power with its I.N.D.I.A. allies. Check live updates and track the latest coverage, live news, in-depth opinions, and analyses only on Deccan Herald.

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