With Indore Municipal Corporation election round-the-corner and campaigning at its peak, the BJP leaders and workers seem to be soaked in brand Modi. From kite (ahead of Makar Sankranti) to t-shirt, to jacket and sarees for female supporters — Modi is the only brand visible in BJP.
Even city tailors and readymade brand houses admit that demand for Modi jackets has soared in the city, particularly among youngsters. Raju Makwana, owner of Pehelwan Tailor at Kothari Market famous for stitching Modi jacket in the city, is doing a brisk business these days as BJP candidates want to don Modi-like bundi (jacket).
Makwana (44), who is in tailoring profession for the last 22 years, said, "Currently my third generation is in the profession. My great-grandfather started the shop about 120 years back and bundi (jacket) formerly known as "Nehru jacket" was only liked by senior citizens. But Modi changed everything and is being hailed as the fashion icon even by the youngsters."
The jackets are in the saffron colour and are called 'Modi' jackets. Shivshankar Kushwah, (50), another tailor at Gorakund area in city and in the profession for the last 25 years, said wearing themed outfits is a way of attracting voters.
About colours in demand, normally black, white and brown Nehru jackets were in high demand among senior citizens earlier, but with Modi jacket, youngsters prefer buff, orange, blue, maroon and pastel colours.
About material and cost, Kushwah said linen and jute material for jacket is in high demand and it costs around Rs 2200 to 3500, including stitching charges.
Sudhir Kolhe, BJP candidate from Ward No 28, said, "In my ward, most of the party workers have several pairs of Modi jackets. I also prefer to wear them on all occasions."