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Can Jaswant Singh bring a new brand in the political market space?

There has been much discussion in the media about the crisis in the BJP post Jaswant Singh's ouster and how it will affect the very existence of the party. But from branding p.o.v this is an event that should worry congress, why, u might ask?

Cause if so called non-congress moderate forces were to realign they will pose bigger threat to congress; the last 2 elections were won by congress coz of the fact that non-BJP votes consolidated and went to congress i.e. minorities and secular Hindus didn't vote for BJP.

If the crisis in the BJP gets worse, the party is likely to split into two. There will be the ideologically right-wing Hindutva section whose fortunes will be guided by the RSS bosses in Nagpur and more importantly there will be a moderate secular segment that will have the likes of Jaswant Singh.

It is this segment of the breakaway BJP that will challenge the market leader currently the Congress. Voter will have a choice between the Congress, BJP and a third formation. So this "new brand" will force realignment in the current market situation where the new entrant will threaten the leader and also there is a chance that BJP might loose its second position. So, the BJP under guidance of RSS will shed all inhibition and might go all out to get Hindu votes thereby causing realignment in the market space.


In many states there are parties opposed to the Congress but basically secular in nature. These would include Naveen Patnaik's BJD in Orissa, Chandrababu Naidu's TDP in Andhra Pradesh and Nitish Kumar's JD(U) in Bihar. If the likes of Jaswant Singh were to hitch up with these parties, then the Congress has much to worry about.

I think the political space in India will get more interesting.Let's wait and watch.

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