Shopkeeper Bijan Shahoo, speaking to IANS, said that overall Raksha Bandhan sales have been muted this year — largely due to the devastating flash floods in Nepal and other subdued factors dampening the festive mood. But within that softer market, one category is bucking the trend: BJP-themed rakhis.
"Those carrying the pictures of PM Modiji, CM Suvendu da, (Uttar Pradesh Chief Minister) Yogi ji and the BJP's symbol, are witnessing increased demand," Shahoo said. He added that the affordability of the rakhis has been part of their reach — priced at Rs 10-20, they are accessible to virtually every segment of the buying public.
"After BJP's victory (in the state), the 'rakhis' related to the party leaders have witnessed a surge in demand," he explained — capturing the way electoral outcomes ripple into cultural moments.
Saffron Rakhis at the Post Office Crossing
Another shopkeeper, Milan Debnath, echoed the same observation. He noted that after the Suvendu Adhikari-led government came to power in the state, "the saffron themed 'rakhis' are being demanded more by customers." That single sentence tracks a very specific transition — the political changeover translating into visible, everyday cultural symbols.
At the shops near the Post Office crossing in Kanthi — located close to Chief Minister Suvendu Adhikari's residence — these political-themed rakhis are neatly stacked in eye-catching rows. Shoppers stop by to look, discuss, and increasingly, buy. The rakhis have become a genuine focal point in the market, drawing crowds beyond regular festival footfall.
A Buyer Pool That Reaches Well Beyond the City
The demand isn't limited to residents of Kanthi. Shopkeepers report that many buyers are travelling in from various gram panchayats and blocks surrounding the Kanthi region — specifically to purchase the political rakhis, particularly those featuring the image of Chief Minister Suvendu Adhikari.
That kind of village-to-town movement for a festival product is a quiet indicator of just how deeply the BJP's Bengal victory has permeated local sentiment. When people travel to buy a specific themed rakhi, they aren't just consuming a product — they are participating in a cultural moment.
Why It Matters
Raksha Bandhan, celebrated this year on August 28, is traditionally a sacred festival symbolising the bond of love between siblings and fostering social harmony. It is one of India's most emotionally universal festivals — cutting across geography, class and, historically, politics. When politically themed rakhis start dominating shelves, it signals a very specific cultural moment: the extent to which political identity is being woven into personal, family-level rituals.
For Bengal, a state long defined by its distinct political character, the fact that BJP-themed rakhis are outselling other categories in East Medinipur is a striking barometer of ground-level sentiment following the party's Assembly poll victory.
Cultural Impact
Political merchandise has been part of Indian festivals for years, but the trend has typically been strongest around Independence Day and Republic Day. What's happening in Kanthi is different — it's the integration of political identity into a deeply personal family festival. Rakhis featuring a Chief Minister's face going onto a brother's wrist is a small but powerful act of cultural affirmation.
Industry Impact
For rakhi manufacturers and small-scale local producers, the demand pattern also carries a business lesson. In a year where overall sales are subdued, political-themed variants are outperforming — a signal that emotionally resonant, timely designs can create their own micro-markets, even in a soft festive season.
The Bigger Picture
The rise of BJP-themed rakhis in Kanthi tells a story that goes beyond a single festival. It reflects how quickly political outcomes reshape cultural expression, how affordability meets emotion in small-town Bengal, and how a Rs 10 rakhi can become a symbol of a state's new political chapter. As families across East Medinipur tie these rakhis on Thursday, the moment will carry two layers of meaning — the timeless bond of siblings, and, this year, the visible imprint of a state political transition finding its way onto every wrist.
