Decoding Mahayuti’s winning formula in Maharashtra after Lok Sabha heartbreak

The BJP has emerged as the single largest party in Maharashtra, defying predictions and demonstrating a meticulous and multi-faceted campaign strategy.

This landmark victory highlights the party’s ability to recalibrate its approach following setbacks in the 2024 Lok Sabha polls, reaffirming its dominance in one of India’s most politically significant states.

The BJP-led Mahayuti alliance triumphed in Maharashtra’s Assembly elections on Saturday, securing an overwhelming majority with 230 out of 288 seats. Meanwhile, the Congress-led Maha Vikas Aghadi’s dreams of reclaiming power were dashed, as the Opposition coalition could muster only 46 seats.

Maharashtra’s significance as one of India’s most politically diverse states demanded a multi-pronged approach. The BJP’s campaign combined political alliances, social outreach, organisational infrastructure and issue-based focus to ensure success.

STRATEGIC ALLIANCES
Shiv Sena Split (2019): The seeds of this triumph were sown in 2019, when the Shiv Sena split following its decision to ally with the Congress and NCP. The BJP leveraged this split to present itself as a stable and decisive alternative, gaining traction among Shiv Sena’s discontented cadres and skeptical voters.

Regional Alliances: Forming partnerships with smaller parties, such as the Republican Party of India (RPI), allowed the BJP to maintain a stronghold across diverse social groups, particularly among Dalits, OBCs and Marathas.

HINDUTVA AND CASTE UNITY

The BJP’s Hindutva messaging played a central role. The slogan “Batenge toh katenge” (divided we fall), coined by Uttar Pradesh Chief Minister Yogi Adityanath, became a rallying cry, later reinforced by Prime Minister Narendra Modi’s “ek hain toh safe hain” (unity ensures safety).

This strategy sought to address caste-based divisions that had hurt the BJP’s prospects in the Lok Sabha elections. By emphasising unity within the Hindu community, the BJP created a cohesive voter base. The Hindutva narrative, including the party’s commitment to Ram Mandir, cow protection and cultural nationalism, resonated strongly in rural and semi-urban areas.

CONSOLIDATING MARATHA AND OBC VOTERS
Maratha reservations: Despite challenges posed by figures like Manoj Jarange Patil, a prominent leader in the Maratha reservation movement, the BJP managed to secure Maratha support. The party’s backing of Maratha reservation policies contrasted with the Congress-NCP (SP) government’s past struggles, bolstering its image as proactive and responsive.

OBC outreach: The BJP’s concerted effort to connect with OBC communities included targeted campaigns, leadership representation, and region-specific initiatives, effectively weakening Congress-NCP (SP)’s traditional voter base.

DEVELOPMENT AND GOVERNANCE FOCUS
As the financial capital of India, Maharashtra’s developmental aspirations were a focal point. BJP leaders, including Eknath Shinde, Devendra Fadnavis and Ajit Pawar, emphasised infrastructure development, job creation and improved public services.

The Mahayuti coalition promised rapid economic growth, with all alliance leaders pledging to prioritise Maharashtra’s development on the national and global stages.

EMPOWERING WOMEN VOTERS

The Ladki Bahin Yojana, a flagship initiative, played a transformative role in consolidating the BJP’s appeal among women voters, a demographic increasingly central to the party’s success.

Key features of the scheme:

Education Aid: Financial support for girls’ education, particularly in rural and tribal areas, aimed at reducing financial burdens.

Marriage Assistance: Monetary help for marriage expenses targeting economically weaker families.

Skill Development: Vocational training and entrepreneurship opportunities for women were introduced to boost financial independence.

THE MODI FACTOR
Prime Minister Narendra Modi’s popularity remained a cornerstone of the campaign. Portrayed as a decisive and stable leader, PM Modi’s presence united urban and semi-urban voters. The BJP also leveraged social media to bypass traditional narratives, effectively setting the agenda and countering opposition attacks.

ANTI-CORRUPTION NARRATIVE
The BJP consistently highlighted the Congress-NCP alliance’s record of corruption and inefficiency, particularly targeting urban voters seeking transparent governance. This narrative, coupled with the BJP’s image of stability, significantly swayed public opinion.

GRASSROOTS ORGANISATION AND RSS SUPPORT
The party’s micro-management, led by Amit Shah, played a critical role. Core group meetings and grassroots strategies ensured cohesive action despite potential friction within the Mahayuti coalition.

The Rashtriya Swayamsevak Sangh (RSS) also played an active role, hosting over three lakh meetings to bolster the BJP’s outreach. This reconciliation after the Lok Sabha debacle proved instrumental in energising ground-level cadres.

9. TAILORED COMMUNITY OUTREACH
The BJP targeted specific communities with rallies by leaders from similar backgrounds. For instance, Bengali leaders campaigned in Bengali-dominated areas and Yadav leaders addressed Yadav-majority regions. This personalised approach strengthened the party’s connection with diverse voter groups.

10. MANAGING INTERNAL RIFT
Balancing leaders like Devendra Fadnavis, Ajit Pawar and Eknath Shinde was no small feat. However, BJP’s top leadership ensured personal ambitions took a backseat, focusing solely on winning Maharashtra.