Editorial: Modi-fying the message

Sep 14 2013, 05:20 IST
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SummaryBJPís campaign has to be about jobs vs UPAís dole

Since conventional wisdom has it that Indians donít cast their vote but vote their caste, if Narendra Modi has to get the popular vote, he needs to unite India under a grand idea. While positioning the NDA-UPA contest as a growth-versus-dole one is probably over-simplifying the message, Modi needs to steer the BJPís ship in a manner quite different from the way it has been over the past few years. In the last few years, when the BJP hasnít been obstructing Parliament, it has been Sonia Gandhiís B-team, going along with her supposed pro-poor schemes like the Food Bill and the Land Bill. In a country that is as poor as India is, it cannot be a great idea to ridicule populist schemes, just as it is political suicide to come out openly against caste-based reservation. But if Modi has to wrest power, given his political acceptability is under question, forget about being Sonia Gandhiís B-team, even being Sonia+ cannot be good enough.

He has to change his partyís narrative to match that of the electorateís ambitions, to convince them that the NDA has delivered before and that, under him, it can deliver again. The narrative has to be about the NDAís creation of 12 million new jobs every year it was in power versus the UPAís 2.5 million in the time it has been in power. While not opposing the Food Bill, it has to be pointed out that the benefit the poor will get out of this per month is probably equal to 2-3 daysí wages were people to vote a government that can deliver them jobs. Even taking todayís employment elasticityóthe growth in employment per unit growth in GDPóthat is significantly lower than it was during the NDA years, a slip in GDP growth from 9% a few years ago to 5% today means 3.5 million less jobs are being created each year.

In a country where 30% households earn between R1.5 lakh and R3 lakh a year, and 15% earn between R3 lakh to R20 lakh, there is a big enough class of people who would want more jobs in preference to dole ósince positioning the debate purely as a jobs-versus-dole one may backfire, the messaging has to be more subtle. Similarly, in the case of caste, rejecting caste reservations is suicidal; reminding people that SC/STs in Modiís Gujarat earn more than even Brahmins in various

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