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 From Margins to Mainstream

From Margins to Mainstream

BY Deepak Kumar Rath

A third factor has been the centralisation of leadership and the broad acceptability associated with it. Since 2014, the projection of strong leadership at the level of the Prime Minister has enabled the BJP to position itself as a stable and credible national alternative. This leadership has not only shaped electoral strategy but has also instilled confidence among party workers and supporters. Simultaneously, the party has not hesitated to cultivate new state-level leadership, allowing it to appear more dynamic and adaptable in comparison to many regional parties. Another critical component of the BJP’s success has been its model of welfare politics. Schemes such as Ujjwala, Ayushman Bharat, PM Awas Yojana, and free ration distribution have helped the party consolidate substantial support among economically weaker and lower middle-class sections of society.

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