LS poll 2014: Poll material trade reports decline

“The poll material business is down to almost 25 per cent compared to 2009. Apart from the strict EC norms, there is also confusion regarding the use of publicity material by the candidates, which is also to blame for the lull in trade,” Agarwal Bandhu proprietor, Anup Agarwal, told Business Standard. He is amongst the top poll material traders in UP with footprint in other states as well.

His father Mohan Lal Agarwal alleged harassment of buyers by police, even when the consignment was as small as 1,000 party flags. This was further dissuading candidates and their supporters from making purchases, he added.

The publicity paraphernalia includes flags, caps, banners, badges, etc, which come as cheap as Rs 2 for a cap and Rs 2-3 for a flag. Most of the publicity material is sourced from Ahmedabad, Surat, Mathura, Kanpur and Lucknow.

“The poll material is primarily used in rural areas only as there are newer publicity mediums available in urban constituencies,” Rajesh Agarwal of Sheela Enterprises, which has a wide network in other states as well, informed. He claimed the Modi wave has increased demand for BJP-specific publicity material more than other political outfits.

“The labour and traders engaged in poll material business are staring at an uncertain future. The one factor responsible for the lack of demand is that we have also failed to introduce fresh product line for publicity, which could attract candidates,” Anil Saxena of Saxena Bandhu said.

While big traders cater to the needs of all political parties, smaller units sell publicity items of individual parties by opening shops near party headquarters, which are thronged by leaders and candidates.

“The profit margin has also got squeezed. Earlier, the margin used to be between 20-30 per cent, which has not come down to as low as 2-5 per cent,” he lamented.