‘We have thousands of Modis’: the secret behind the BJP’s enduring success in India

Since 2014, Indian Prime Minister Narendra Modi’s popularity has grown exponentially – and so has the formidable organisational machine of his Bharatiya Janata Party (BJP). These two factors will be key to delivering the BJP a likely third consecutive victory in the Indian general election, starting today.

While much ink has been spilled on Modi’s populist leadership and personality cult, the same does not hold for the party organisation that he and his close ally, Amit Shah, have developed over the past decade. Yet, this has been crucial to the party’s electoral success. How?

As part of my research on members of right-wing populist parties, I’ve conducted interviews with dozens of BJP party members and officials. (They spoke to me on condition of anonymity, so are only represented by their first initial here).