Firms expect tenfold growth as people are lapping up merchandise featuring popular politicians
With the run-up to general election, many online players are cashing in on the political fever. From selling Smart NaMo Saffron phones on its site to Aam Aadmi wall clocks and iPads among other things, elections in India are surely not the same anymore. Online retail stores like Snapdeal, Tradus, Printvenue are selling merchandise related to various political parties.
For retail players, elections are turning out to be like sporting events, which usually witness large public participation in terms of purchase of various merchandise. Though these are still early days, retailers expect the action to go up as and when elections approach. As of now, on a monthly basis, the number of order placed varies anywhere between 10,000 and 15,000. The figures are expected to grow up to one lakh during April-May, the election months.
Many agree that this time around, the youth have stepped into the political movement unlike ever before. Hence, online retail companies are listing products that cater to the taste of youth and are cool to sport.
“We have seen a massive sale of memorabilia associated with political parties on Snapdeal.com. A few months ago, we had exclusively opened pre-bookings for the SmartNaMo Saffron phones,” says Tony Navin, VP, business development, Snapdeal. The portal also sells product like clocks, iPads and mobile covers associated with various parties like Congress, BJP and AAP.
Though politicians in their individual capacity always approached retail players to print or customise certain product for them, this is the first time that parties are taking active interest in marketing their brand through products that cater to the youth.
“Various political parties are directly getting in touch with us to order merchandise like mugs, pens, desk stands etc,” says Saurabh Kochhar, co-founder and managing director, Printvenue.in.
The demand is mainly from professionals who have taken a sabbatical from their regular jobs to support the party of their choice. “For them, this happens to be one of the easiest and far reaching modes of marketing. I expect the demand to go up in next few months when various rallies will be organised. I expect the youth to sport t-shirts supporting their political party,” adds Kochhar.
Tradus.com, another online retail company, sold ‘Aam Aadmi jhadoos’ following the AAP’s success in the Delhi Assembly elections. Though some major ecommerce companies have stayed away from selling such merchandise, many say they might take it up in case they see major demand in coming months.
“Though I am not sure if we will be able to take it up this time around, for the next general elections, we definitely want to cash in on this new rage. I am keen to see how the demand soars in the coming months,” says one of the bigger online players in the country.
“We are like a departmental store. We carry products and designs that the brands create. If brands that we retail create products inspired by the elections, we will be happy to carry the same,” says Arun Sirdeshmukh, CEO and co-founder of e-fashion mall, Fashionara.
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