Opinion: After Haryana, Maharashtra — How RSS Propelled BJP Wins & What It Means Ahead Of Sangh Centenary

Representational image of RSS volunteers.

Source : PTI

The massive victory of the Bharatiya Janata Party (BJP) in Maharashtra shouldn’t be read as just another electoral achievement. It signifies the effective partnership between ideology, strategy, and grassroots mobilisation. This success — soon after the BJP’s victory in Haryana — underscores the pivotal role of its ideological fountainhead, the Rashtriya Swayamsevak Sangh (RSS).

Maharashtra holds special significance for the RSS, as it is the birthplace of the Sangh. As the RSS nears its centenary celebrations in 2025, this victory carries an added symbolic weight, reflecting the enduring influence of the Sangh and its vision for India.

‘Sajag Raho’ Campaign

Though the RSS is avowedly apolitical and does not directly endorse any political party as a matter of principle, its influence in encouraging citizens to participate in the electoral process significantly bolstered the BJP’s performance in the Maharashtra elections.

The RSS’s voter awareness and outreach programme focused on civic engagement rather than explicit political messaging, in line with its apolitical ethos. However, the sheer scale of the outreach created a ripple effect, indirectly strengthening support for the saffron party across Maharashtra.

The campaign, titled ‘Sajag Raho (Stay Alert)’, played a crucial role in ensuring higher voter participation in the state.

The Sangh activated its extensive network of affiliated organisations, known as ‘bibhid kshetras’, to conduct door-to-door outreach. RSS swayamsevaks, organised in small groups called ‘tolis’, engaged with voters across urban centres, villages, and also in tribal areas. Their focus was not on promoting any political party but on engaging with communities to discuss local issues, cultural pride, and the importance of voting.

The RSS organised as many as 60,000 meetings to ensure that poll issues were well disseminated among voters. It also created 13 ‘counter-opposition groups’ to address narratives opposing its agenda. One such group focused specifically on analysing the growth and spread of these counter-narratives.

Hindu consolidation was a key focus of the RSS’s voter outreach programme in Maharashtra. To promote Hindu unity, the Sangh involved Warkaris and Kirtankars — communities having roots with 17th-century Bhakti poet Sant Tukaram — who hold significant influence in Marathi society. The RSS leveraged its affiliate organisation Vanvasi Kalyan Ashram (VKA) to reach out to the tribal voters. Additionally, the Sangh collaborated with online influencers to amplify its voter outreach programme on various social media platforms.

Atul Limaye — The Strategy Architect

While the ‘Sajag Raho’ campaign helped with the grassroots mobilisation of voters, the strategic direction behind the BJP’s Maharashtra success goes to Atul Limaye, sah-sarkaryavah (joint general secretary) of the RSS. Limaye helped in uniting the allies within the Mahayuti, while ensuring that the BJP’s broader vision resonated well with the voters.

Limaye, a master strategist who has deep understanding of Maharashtra’s political landscape, ensured that the RSS swayamsevaks were effectively integrated into the BJP’s campaign machinery. His efforts to manage the delicate coalition dynamics in the state, including addressing sensitive issues like the Maratha reservation, helped the BJP navigate local political fault lines and maintain coalition stability.

By positioning the BJP as a pragmatic mediator, capable of providing solutions to long-standing issues, the master strategist helped the saffron party gain the trust of diverse voter blocs.

RSS-BJP Reconnect

In the recent past, the relationship between the RSS and the BJP has had its share of tensions, notably after BJP president J.P. Nadda’s statement in the run-up to the Lok Sabha elections that the BJP “no longer needs the RSS’s support”. This declaration reportedly led to some reticence within the Sangh during the general elections, and the BJP’s Lok Sabha tally was reduced significantly. The BJP and the RSS have since bridged their differences. This resurgence of the RSS’s influence is evident not only in Maharashtra but also in Haryana, where the Sangh played a significant role in the BJP’s performance. The success in both states highlights the importance of a harmonious relationship between the BJP and its ideological fountainhead, with the RSS providing ideological backing to the BJP and the saffron party translating it into electoral success.

RSS Beyond Elections

Initiatives like ‘Sajag Raho’ emphasise the importance of civic engagement and voters’ active participation in democratic processes, further reinforcing the RSS’s commitment to nation-building. But as the RSS approaches its centenary, its influence extends far beyond elections. The Sangh’s primary focus remains on fostering cultural pride, promoting social harmony, and strengthening democratic processes. 

The RSS’s involvement in the electoral process, albeit indirectly, has positioned it as a key player in India’s sociopolitical landscape. Its role in empowering communities through awareness and action is vital in shaping the political discourse of India. 

Broader Implications

The BJP’s Maharashtra victory, following the party’s win in Haryana, reflects a broader trend of ideological consolidation in Indian politics. The synergy between the RSS and the BJP has redefined electoral strategies, blending traditional grassroots political activism with modern technology-driven campaigning. This approach has proven effective in engaging voters from diverse socioeconomic backgrounds.

Moreover, the BJP’s Maharashtra victory signals the rise of a nationalist narrative that emphasises cultural pride, development, and governance. The RSS-BJP partnership has reoriented Indian politics, and, as the BJP expands its reach, the lessons from Maharashtra will likely shape its approach in future campaigns.

Saswat Panigrahi is a senior multimedia journalist.

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