The Rise of Political Consultancies: Power, Politics, and Paychecks in the Business of Elections

In a surprising turn of events, a political consultant in India managed to turn the tide for a candidate in a “backward” constituency in Rajasthan. Suhel Pratap Singh, a seasoned professional who has worked with various political parties, was tasked with leading a winning strategy in a cow shed turned war room.

The political consultancy industry in India has seen a significant growth over the last decade, with professionals from diverse backgrounds entering the field. From engineers to MBAs, lawyers to journalists, the industry has become a lucrative and recession-proof business. The emergence of firms like Citizens for Accountable Governance (CAG) paved the way for more players to enter the market, with many forming their own consultancies.

The industry, estimated to be worth $40-$47 million by 2014, has seen a doubling in the number of firms between 2014 and 2018. Political consultants like Abjit Singh, who has worked with multiple parties, emphasize the importance of trust in the business. The services provided by these consultancies range from political intelligence and strategy to social media management and campaign designing.

The rise of smaller consultancies has also been notable, with many catering to state-level or regional leaders on a project-to-project basis. The power of social media management has become a crucial aspect of electioneering, with consultancies like Varahe Analytics focusing on this service for their clients.

However, the reliance on political consultancies has raised concerns about the increasing cost of fighting elections and the potential skewing of the playing field against independent candidates. Despite these challenges, the data-driven approach of consultancies has proven to be effective in guiding candidates towards victory.

With data analytics driving the business, questions about the ethical practices of political consultancies have also been raised. The lack of a regulatory authority governing the industry has led to concerns about the use of tactics like “sam, dam, dand, bhed” to ensure electoral success. However, consultants emphasize the importance of trust and credibility in maintaining their reputation in the field.