Buoyed by the surge in discussion around Chai stalls and the ‘eyeball’ and ‘electoral’ importance of Chai-time after Narendra Modi’s ‘Chai Pe Charcha’ campaign and it pushing the herd mentality forcing others to come with their own versions, the Chai-wallahs organised a meeting in the National Capital Delhi having representatives from every language, every culture and every geography of India, to deliberate on their new-found celebrity status and to devise ways to discuss and squeeze out the maximum possible political mileage from the Narendra Modi development and its offshoots so as to ensure the maximum social dividend for their community.

Also, the emphasis was led on swift working on the minutes of the Chai-wallahs conclave to deliver a charter of demands as soon as possible so as to get the political community agreed to the demands before the code of conduct of the Lok Sabha polls are enforced.

It was decided in the meeting the Chai-wallahs across the country, irrespective of their social and community affiliations, would project them as a unified social segment with a separate social identity.

The conclave was hugely successful. The organizers said the corpus collected by ‘voluntary’ fund donations has exceeded expectations and is enough to fund the organisation’s activities for the whole year.

A sea of people was pouring into the Ramlila Ground, the iconic protest ground of Delhi. The ground that can accommodate tens of thousands of people looked incapable of handling the spirit of the recently-realised Chai-wallah brotherhood.

One of the principal organisers of the event said the ‘charter of demands’ was ready and soon it was to be sent to the political parties to force them to pledge on the demands. The huge community of the now socially-conscious Chai-wallahs, a considerably large votebank, having pan-India presence, would support any political outfit on the ‘first come’ basis.

They also say that as of now the BJP and Narendra Modi have the ‘first mover’ advantage but since it is the first consolidated effort of a unified Chai-wallah community to emerge as an important sociopolitical group, it is their duty to give everyone a fair and equal chance.

©/IPR: Santosh Chaubey – https://santoshchaubey.wordpress.com/


Chai means many things in many languages, in many cultures. For us Indians, it is an inseparable part of our daily lives, sipping it as and when we feel, sipping it while thinking, sipping it while talking, sipping it while walking. Most of us cannot imagine our life without it.

And like many other important parts our daily life, we had taken Chai for granted as well. We realised we could not live without it yet we didn’t give it its due.

Until Narendra Modi’s Chai idea happened, now being implemented as ‘Chai Pe Charcha’, a full-scale electoral campaign every week intended to connect almost 20 million people same day same time using a mix of advanced and traditional communication technologies.

A mighty communication idea the time of which seems to have arrived, especially after the good response to Modi’s Chai-time-themed campaign!

And it has forced others to take notice; irrespective of which class they come from – the tea-proponents or the Chai-wallahs.

So, after discussing, dismissing and disparaging, even the grand old party of India had to admit the impact of the storm that is brewing in the mighty cup of Chai, and the time spent over it, some of which Narendra Modi is seriously trying to corner in his favour. According to the sources, the party strategists are burning the midnight oil to counter the move.

Some strategists even suggested hitting the support backend of the Chai-making process to prevent the further mobilization of the Chai-time in favour of Narendra Modi and thus the currency of a significant amount of votes in the poll-season.

It seems, inspired by this deep thinking, a youth Congress team in Bhopal came with the uniquely unique idea of establishing milk stalls distributing RaGa Milk in the name of Rahul Gandhi. Another noticeable effort on this line is Lalu Prasad Yadav’s Lalu Chai stalls in Bihar that offers free biscuits as well. Lalu’s Rashtriya Janta Dal is an electoral ally of the Congress party in the upcoming Lok Sabha polls.

Whatever be the outcome of this Chai-time strategy on electoral lines, it can ensure at least one probability with certainty – in case of a disappointing electoral fortune, it can be a good enough part-time business opportunity.

©/IPR: Santosh Chaubey – https://santoshchaubey.wordpress.com/