Childhood, Common Man, Narendra Modi, Median Voter, Political Polarization, Election.

Chai pea Charcha: A Political Slogan

Kumar Avinash

India is a democratic country where the citizen of the country has the right to vote and elect the government. The slogan Chai pea Charcha is very famous after the mandate of the vote in the favour of our Prime Minister Narendra Modi. The slogan is very famous because in early childhood Modi was selling tea and from there he became the prime minister of the largest democratic nation of the world. So the journey from tea seller to the prime minister is very uncommon in the nation, therefore the slogan Chai pea Charcha is famous that even a tea seller became the prime minister then why not a common man not dream about their goals. This is one side of the story, but when you go to check the ration behind this slogan there is a lot of political benefits for the party because the mass of the population of the country is belonging form a marginal section of the economically backward class. The figure of PM Modi is used as a symbol for this section of the society or also represents this class. The party political analyst focuses on the polarization of vote bank of this class so diffusing the slogan Chai pea Charcha in the entire nation to mandate for the second term. In India, across everywhere tea shop is very common and people use to sit and take have tea and talking about the politics mostly about PM Modi after diffusing the slogan in the country in the context of work is doing under the tenure of Modi and interlinked with nationalism. Apart from this, the narrative related that Modi from the backward haul touches emotions and takes a soft corner in the people's heart. Peoples used to say with their friends “Aao chai pe charcha krte hai” and spreading the message with their friends “arre ek chance Dena ur Banta hai”. This slogan has its empirical meaning also; India’s per capita consumption of tea is 800gm regardless of this India’s is the largest consumer of tea in the world. Therefore diffusing positive externalities of PM Modi tenure almost every tea shop across India by the people. In this way the advertisement of Modi without any cost bearing by the party. So the Slogan Chai pea Charcha is a political slogan.