BJP Employs RSS-Backed In-House Consultancy for 2026 Tamil Nadu Assembly Elections
In a strategic departure from the industry norm of hiring external political consultants, the Bharatiya Janata Party (BJP) has turned to its internal, Rashtriya Swayamsevak Sangh (RSS)-backed consultancy group, Varahe Analytics, to orchestrate its campaign for the 2026 Tamil Nadu assembly elections. This move underscores the party's preference for an in-house approach to electoral planning in the southern state.
Varahe Analytics: Structure and Leadership
Varahe Analytics, established in 2021, operates under the direct supervision of Union Home Minister Amit Shah, who oversees its activities. The organization has taken charge of coordinating the BJP's electoral strategy in Tamil Nadu, marking a significant shift in the party's operational methodology.
Heading Varahe's initiatives across Tamil Nadu and 17 other states is Rangesh Sridhar, a figure closely associated with the BJP since 2014. The core team is composed of RSS functionaries alongside young professionals from varied backgrounds, including lawyers, engineers, and social science graduates, blending traditional organizational strength with modern expertise.
Functions and Responsibilities of the Consultancy
According to BJP leaders, Varahe Analytics performs a multifaceted role in the party's electoral machinery. Key responsibilities include:
- Monitoring Performance: Tracking the effectiveness of BJP functionaries and providing updates to the central leadership.
- Data-Driven Reporting: Preparing analytical reports based on data for senior party officials.
- Research and Digital Outreach: Handling research initiatives and managing digital campaigns to enhance voter engagement.
A senior BJP functionary elaborated, "They suggest information that could be shared with the media as well as representatives who could appear on TV debates." This indicates Varahe's role in shaping public discourse and media interactions.
Digital Strategies and Ground-Level Operations
Sources reveal that Varahe Analytics collaborates with micro-influencers and social media pages to disseminate content online. Recently, the group distributed AI-generated video clips highlighting tensions between DMK and Congress leaders over power-sharing arrangements, showcasing its innovative use of technology in political messaging.
On the ground, the agency's efforts are concentrated on approximately 45 constituencies. This number is expected to reduce to around 35 once seat-sharing negotiations are finalized, as per BJP leaders. This targeted approach aims to optimize resources and focus on winnable seats.
Past Performance and Future Prospects
Varahe Analytics was previously utilized by the BJP during the 2024 Lok Sabha elections in Tamil Nadu, though with limited success. The 2026 assembly elections represent the first time the agency has been engaged for a state-level poll, which demands more extensive and detailed groundwork.
A senior BJP leader involved with the team acknowledged that structural and tactical gaps, particularly a shortage of grassroots manpower to implement strategic inputs, impacted the outcomes in 2024. However, the leader expressed optimism, stating, "A broader alliance now has strengthened our prospects," suggesting that improved coalition dynamics could enhance electoral chances in the upcoming assembly elections.
This strategic deployment of Varahe Analytics highlights the BJP's commitment to leveraging internal resources and RSS networks for political campaigns, setting a precedent for future electoral battles in Tamil Nadu and beyond.
