Political consultancy firms changed Indian elections

Source: The post political consultancy firms changed Indian elections has been created, based on the article “How political consultancies are rewriting Indian elections” published in “The Hindu” on 26th February 2025.

UPSC Syllabus Topic: GS Paper2- Polity- Election

Context: The article discusses how political consultancy firms influence Indian elections. These firms shape campaign strategies using technology and data. This weakens party cadres and promotes personality-driven politics. Their growing role raises concerns about accountability and the decline of internal party democracy.

How Have Political Consultancy Firms Changed Indian Elections?

Political consultancy firms have become key players in Indian elections. They help political parties with campaign strategies, voter outreach, and digital engagement. Their work has made elections more professional but has also changed traditional party structures.

When Did Political Consultancy Begin in India?

1. India’s first major political consultancy firm, Viplav Communications (2003), helped MPs with campaigns.
2. It became famous for working with the Biju Janata Dal (BJD) in 2009, introducing innovations like the SuperCaller (pre-recorded voter messages).
3. Other firms like Populus Empowerment Network (PEN), Showtime Consulting, and JPAC Personafollowed.

4.The Indian Political Action Committee (I-PAC) worked with AAP in New Delhi elections.

What is ‘Americanisation’ of Indian Elections?

1. Political consultancy firms use data analytics, social media, and digital campaigns like in U.S. elections.
2. Election focus has shifted from party ideology to individual leaders. Example: BJP’s Narendra Modi, Congress’s Rahul Gandhi.
3. Continuous campaigning happens through television, rallies, and social media between elections.
4. Campaign strategies are tech-driven, reducing ground-level mobilisation.
5. IIT, IIM, and NLU professionals work in war room-style settings for election strategies.
6. Political ads, cinematic-style videos, and aggressive PR are now common.

How Are Party Cadres Losing Importance?

1. Political Consultants Replace Cadres – Consultants now handle voter surveys, campaign framing, and feedback collection, which party workers previously did.
2. Direct Access to Leadership – Consultants work directly with top leaders, sidelining grassroots workers. Example: I-PAC in TMC – Influenced ticket distribution and campaign issues in West Bengal elections.
3. Regional Party Control – TMC, NCP, and SP are family-controlled, reducing cadre influence.
4. Party Ideology Weakens – Elections become professional campaigns, not grassroots movements.
5. Worker Frustration – Party workers feel consultants undermine their role.
6. Weakens internal democracy – Consultants, not grassroots workers, shape political decisions.

What Should Political Parties Do?

Political parties should strengthen their internal democracy. They must listen to their workers, reconnect with voters, and revisit their founding principles. Instead of relying only on consultants, they should build strong, independent political structures for long-term success.

Question for practice:

Examine how political consultancy firms have impacted internal party democracy and the role of party cadres in Indian elections.