Paper fans bearing an image of Jayalalithaa; umbrellas that open out into black, red and white with the two-leaf symbol plastered across the surface; gleaming plastic hats boasting the rising sun symbol — these are the new arrivals this election season at Bunder Street in George Town. The narrow street, lined on either side with stationery shops, has long been the supplier of arms for election battles — not literally, of course. But the election merchandise sold in these shops is used to celebrate and worship leaders; and proudly announce to the world one’s affiliation towards a particular party. These shops show that politics thrives on PDA.
The shop-keepers are wary of the media; the Election Commission has warned them to keep a low profile. M. Thomas, for instance, is eager to get rid of us. “We’ve been asked not to display anything out front,” he offers, and busies himself stacking party flags for cars in grids at the entrance of his shop.
But ask him which party the flags represent and he sets out to explain them enthusiastically — he knows them all, even the less familiar ones. Puratchi Bharatham, Thevar Peravai... he reels off when his colleague K. Pandian goes on to talk about alliance and seat sharing. “That party has been given four seats,” he says. “They’ve formed an alliance with...”
Clearly, these men are experts at politics. “We’re supposed to know all this. Only then can we offer what our customers want,” explains Pandian. These people are much like pharmacists who prescribe medicines for patients with the flair of a physician — they know the bigger picture by dealing with hundreds of people who create politicians.
The customers — die-hard fans of their thalaivars and thalaivis — have to be dealt with care. For, they are in an excited state of mind close to the election date. Perhaps, the sight of their favourite party symbol rubbing shoulders with that of their opponent’s makes them uncomfortable. For, giving them the wrong flag or banner could set off an argument, says B. Sathya, a salesman at Balaji Offset Calendars. “If the customer comes in asking for flags of one party and its alliances, he/she could get offended if we offer something related to another,” he grins.
“Of course,” says a grave voice. It belongs to S. Murugan, a customer from Cuddalore, who’s been listening to our conversation. “It’s not right to give the wrong symbol,” he adds. Sathya smiles nervously and moves away to show us a black-and-red arm-band. “See, I told you. This is why I memorise every symbol and alliance.” The 20-year-old is voting for the first time next month. Has he decided whom to vote for? “Yes! I’m excited about it,” he says.
Sathya doesn’t talk much about his favourite party though. For the thumb rule for an election-merchandise seller imposes that he doesn’t discuss politics at the shop. “We follow this code with utmost sincerity,” says S.M. Moorthy who runs M.S. Maniam & Co. in nearby Malayaperumal Street. “We have people from various parties walking in and cannot afford to upset anyone,” he adds.
M.S. Maniam & Co has been in the business since 1933. “My father started by selling national flags for occasions such as Independence and Republic Day,” recalls Moorthy. The first flag other than the national flag that his father made is the charka flag of the Congress Party. “It was made of khadi,” he says. “He gradually started making flags of other political parties when the demand rose. Today, what started as khadi, is available in satin and plastic.”
The 60-year-old says that it feels good to be part of a business that in some way contributes to deciding the leadership. “Even those who work with computers in big companies cannot do that, can they?” he asks.
Election talk
* The flags, posters, banners, streamers, T-shirts, hats, etc., are made in Sivakasi, Tirupur, Surat, Delhi, Jaipur, Hyderabad and Bangalore.
* Party functionaries are their chief customers, apart from small-time merchants from nearby towns.
* DMK and AIADMK-related products are the top sellers.
* Sales this time is yet to pick up — the last few weeks closer to the election date is when business thrives.
