If sports teams can do it, why can’t politicians and their parties? That seems to be the thinking behind the latest trend in online shopping, with several websites now carrying a wide array of election-related merchandise in the run-up to the Lok Sabha 2024 elections.

The merchandise includes a wide array of caps, badges, shawls, handkerchiefs, and stickers bearing the symbols of Indian political parties, as well as masks of political leaders. Apart from badges costing, according to some reports, as little as ₹1, there is also high-end merchandise available for those willing to pay premium prices.  

Much like festival-specific merchandise, election merch is hardly a new concept. Parties have always provided these materials to their members, usually for free, as part of their campaigns. 

What is new, at least in India, is the option for even those not actively affiliated with a party to purchase them–much like you would a flag of your favourite sports team. Also new is the option to buy them online.

Another major change is that synthetic fabrics have overtaken paper as the go-to material preferred for such items. 

While badges, banners and flags remain the most popular means of showing support, today, shoulder sashes and caps have also gained traction. 

Given the popularity of two-wheeler rallies, it’s unsurprising that many companies have also introduced special racks to hoist flags on bikes and scooters.

Many party members have also placed online orders for items to be used in independent or personal promotional campaigns. They find doorstep delivery offered by most e-commerce vendors more convenient than travelling to distant party offices to pick up common promotional materials, according to those familiar with the issue. 

Another interesting aspect of this trend is that it is not just Indian websites that are spoiling political supporters for choice. Chinese firms–often seen as “the enemy”–are also doing brisk business, offering poll merchandise in bulk, much like they do during festivals.