Walking through alleyways thronging with a sea of consumers, one is greeted by sprawling swathes of unfurled Tricolours, household décor hanging outside shops, and the occasional small truck unloading wares for the day. While some trucks unload, others pack up whatever remains for a buyer halfway across Delhi.
Amid the lively din, the once-flourishing election market at Sadar Bazaar remains a shadow of its past, hidden behind merchants selling daily ware and household essentials. Once a hub of joy and celebration with trucks upon trucks of flags and banners of political parties, the market now sits eerily quiet.
Pandemic and online competition
Following the COVID-19 pandemic and increasing competition from online retailers, these shops have struggled to stay relevant. During previous elections, the colonial-era market was brimming with party flags, banners, dedicated T-shirts, and even party-specific caps, such as the Nehru cap popular with both the Aam Aadmi Party and the Congress. Today, however, this sight has faded into obscurity.
None of the shops display their election wares. Political merchandise has all but disappeared. While the Indian flag still flutters outside, political parties are notably absent from the market.
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According to shop owners, their business has steadily dwindled since the pandemic. “Before the pandemic, there was energy during elections. Electoral fights were on the streets or on television; no other platform existed for political contestation. Back then, business was flourishing, and almost everyone bought our merchandise,” said Mohammed Fazil, a wholesaler who runs Zain Enterprises with his brother.
The duo, in business for over 15 years, previously dealt in merchandise for Holi, Rakhi, Diwali, Christmas, and Republic and Independence Days. However, their visiting cards now make no mention of election goods. “Celebrating democracy used to bring us joy. Elections across the country ensured profits, but the world has changed dramatically since the pandemic,” Fazil added.
Cost and diminishing demand
His brother, Mohammed Junaid, explained that no one has approached them for orders. “Sometimes, an independent candidate comes to the store, or on a very good day, a party worker visits. But manufacturing merchandise for specific clients is costly, and at wholesale prices, we barely make a profit — maybe a single rupee on each item. Even an order for 100 flags isn’t worth it,” he said.
The brothers once took election merchandise worth nearly Rs 10 lakh to Mumbai during the Maharashtra elections. They left much of it unsold in their warehouse there. “We sold a few products, but after factoring in rent and transportation, I don’t think we even recovered the costs. The lack of excitement for elections is noticeable nationwide. We still have unsold paraphernalia from the Punjab elections sitting in storage,” Junaid said.
Shopkeepers attribute their struggles to direct access between political parties and mills manufacturing election merchandise. “Political parties now connect with mill owners directly through Facebook and the internet, cutting out middlemen like us,” said Harpreet Singh, the owner of GP Enterprises.
Fazil concurred, saying, “Previously, candidates would approach us for their constituency’s needs. Now, they order in bulk directly from mills, leaving wholesalers like us with minimal business.”
Payment issues
Anuj Upadhyay, the owner of Krishna Traders, shared his challenges with client payments. “We supplied 100 batches of party flags to a client but received only half the payment. Despite delivering the goods, they said they’d pay the rest later. Losing even one client during election season affects us significantly,” he said.
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Krishna Traders is one of the few shops still displaying election merchandise. However, even with tricolours neatly arranged on the table, customers remain absent. “During the Lok Sabha elections, we barely saw any buyers. Earlier, we’d get orders from across the country, but now, there’s a noticeable lack of interest, even in flags,” Upadhyay remarked.
A changing marketplace
Many shopkeepers have exited the election merchandise business altogether. “Some have shut down, while others shifted to selling national flags or diversified into other products. They only return to the market for festivals but have abandoned election seasons entirely,” said Praveen Sharma, a shop worker.
