The constant excitement of achhe din

The election campaign promising achhe din was the teaser

The term “agitating the market”, beloved of marketing professionals, refers to the constant exercise to sustain consumer interest by introducing new offerings, product extensions, schemes and so on. It is a basic tenet of competitive market. The broad agenda of the National Democratic Alliance (NDA) appears to increasingly resemble this standard marketing technique. 

Since the Bharatiya Janata Party’s stunning victory in 2014, the country’s chief executive has kept the Indian people —  consumers? — in a constant state of anticipation about the next big tamasha, acronym, experiment in social change, programme of purge and purification. The election campaign promising achhe din