With Maharashtra’s assembly polls just around the corner, the Rashtriya Swayamsevak Sangh (RSS) has intensified its grassroots efforts to shape public opinion in favor of the BJP-led alliance. Following the recent electoral success in Haryana, where the BJP secured a major win, the RSS is now deploying a similar strategy in Maharashtra, according to sources familiar with the matter.
The RSS, the ideological backbone of the Bharatiya Janata Party (BJP), has formed numerous teams, or “tolis,” across the state. These teams have been tasked with engaging with local communities to foster discussions around key issues, subtly guiding conversations in favor of the BJP without directly endorsing the party.
“Tolis (teams) have been formed across the state, and they have started reaching out to people in their respective localities, taking the message,” a source revealed. Each team is holding small group meetings with 5-10 people and leveraging their local networks to reach families in neighborhood ‘mohallas’ and localities.
In these meetings, the RSS avoids direct political endorsements but instead engages in intimate discussions on topics of national importance, such as Hindutva, good governance, development, and public welfare. The goal is to shape people’s opinions on issues relevant to their daily lives and broader societal concerns.
Before launching this outreach, RSS office bearers and affiliates held coordination meetings at various levels across the state to strategize their approach. The campaign is designed to ensure that local concerns are addressed, while subtly promoting BJP’s national and state-level policies through conversations on topics like economic development, social harmony, and cultural values.
Lessons from Haryana
The RSS’s outreach program in Maharashtra draws heavily from its success in the recent Haryana assembly elections, where similar efforts helped the BJP secure its best-ever performance in the state. In Haryana, RSS workers conducted over 1.25 lakh small group meetings, or “drawing room meetings,” to engage with the public on a personal level.
According to sources, these meetings were crucial in countering anti-incumbency sentiments and highlighting the shortcomings of the previous Congress government, especially its perceived “Jat-centric” policies under former Chief Minister Bhupinder Singh Hooda. The meetings also addressed concerns over the Agnipath military recruitment scheme and engaged with farmers to shift their opinions in favor of the BJP.
“The tolis in Haryana shaped public opinion by addressing key issues and alleviating concerns, particularly around contentious topics like the Agnipath scheme and the Congress’s policies,” a source noted. The personal connections that RSS workers have within their communities helped build trust and influence, contributing to the BJP’s electoral success in the state.
Rejuvenating the BJP’s campaign in Maharashtra
The RSS’s active participation in shaping public opinion in Maharashtra has reinvigorated the BJP’s campaign, particularly after the party’s relatively poor performance in the 2024 Lok Sabha elections. In Maharashtra, the BJP’s seat tally fell from 23 in 2019 to just nine in the recent polls, a significant blow to the party’s dominance in the state. Its ally, the Shiv Sena led by Chief Minister Eknath Shinde, won only seven seats, while the Congress and the Uddhav Thackeray-led Shiv Sena made significant gains.
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While the RSS has historically distanced itself from direct electoral politics, its influence in elections is well-known. Its vast grassroots network and long-standing relationships within communities allow it to mobilize support for the BJP without overtly involving itself in campaign activities.
The BJP’s Maharashtra unit is optimistic that the replication of the Haryana strategy will help them regain momentum in the upcoming state elections, scheduled for November 20. With the opposition Maha Vikas Aghadi (MVA)—comprising the Congress, Shiv Sena (UBT), and the Sharad Pawar-led NCP—gaining strength, the BJP and its allies face a tough challenge in retaining power in the state.
A high-stakes election
The stakes are particularly high for the BJP and its alliance partners in Maharashtra. The MVA is buoyed by its success in the Lok Sabha polls, where the Congress increased its tally from one to 13 seats, and the Uddhav Thackeray-led Shiv Sena won nine seats. Sharad Pawar’s NCP also secured eight seats. This performance has boosted the opposition’s morale, and they are looking to capitalize on this momentum to wrest power from the ruling coalition in the state assembly elections.
Despite these challenges, the BJP believes that the RSS’s grassroots efforts will help it counter the MVA’s resurgence. The Sangh’s emphasis on local engagement, addressing people’s concerns, and fostering discussions around national and local issues has reinvigorated the BJP’s rank and file.
As the election date approaches, it remains to be seen whether the BJP’s strategy, bolstered by the RSS’s “tolis” and their outreach efforts, will be enough to secure another term in Maharashtra. With the RSS playing a key role in shaping public opinion, the electoral battle in the state promises to be closely watched.
