E-commerce portals cash in on election frenzy

With Lok Sabha elections round the corner, several online retailers are looking at it as an opportunity

to cash on and are offering a wide variety of political merchandise. From personal accessories, home decor to utility items branded with images and logos of leading political parties are available on these platforms.

BlueGape that unveiled its political merchandise category three months ago has been witnessing 30 percent of daily orders coming from the category. The company is aiming to reach 5,000 orders per day by end of this year. BlueGape has seen customers from Delhi and Bangalore order Aam Aadmi Party's caps and T-shirts, whereas Narendra Modi brand of mugs, shirts and clocks are getting ordered from customers in Maharashtra. However, Congress or Rahul Gandhi themed merchandise has found less takers and so has other political parties such as Samajwadi Party.

Snapdeal that began selling 'NaMo' brand of phones for followers of the BJP’s prime ministerial candidate, has now started offering merchandise for followers of the Aam Aadmi Party. The range includes wall clocks and covers for phones and tablets. The platform has seen sales of political merchandise rise four-fold since last month, with most merchandise getting sold in Tier-II and Tier-III cities.

It all began when Tradus started retailing Aam Aadmi Jhadus (brooms) for Rs 5 each that became popular instantly and the company saw almost 2,000 brooms flying off within two hours. Over three days, after the win of AAP in Delhi, about 6,000 brooms got sold on the platform. Even bulk orders for T-shirts, caps and other such accessories are being received from individuals as gift to their party members.