Image Building and Ideological Propagation in Indian Politics: From Congress to BJP

Introduction

The history of Indian politics has always been a complex interplay of power, service, and image-building. While political parties claim to prioritize public service, their efforts to polish their image and cement their legacy in history often take center stage. A recent statement has reignited this debate: “During Congress governments, the focus was more on image-building than public service awarding themselves Bharat Ratna, naming institutions and schemes after themselves, and portraying themselves as heroes in history books.” The question then arises: what is the BJP’s “religion” today? This article delves into how the Congress shaped its legacy through image-building and how the BJP is now promoting its ideology of Hindutva and nationalism as its “religion.” Grounded in historical facts, government schemes, and political developments, this article offers a balanced, engaging, and informative perspective.

The Congress Era: Laying the Foundation for Image-Building

The Indian National Congress played a pivotal role in shaping post-independence India, dominating politics from 1947 to 2014 for much of the period. However, critics argue that the party prioritized image-building over public service. A prominent example is the Bharat Ratna, India’s highest civilian honor, awarded to Congress leaders like Jawaharlal Nehru in 1955, Indira Gandhi in 1971, and Rajiv Gandhi in 1991. Critics view this as self-glorification, given the ruling party’s influence over the award process. Supporters, however, argue these awards were justified due to the leaders’ contributions to nation-building.

Congress also named numerous institutions and schemes after its leaders, particularly from the Nehru-Gandhi family. Examples include Jawaharlal Nehru University (JNU), Indira Gandhi National Open University (IGNOU), and the Rajiv Gandhi Grameen Vidyutikaran Yojana. While these initiatives aimed at development, the naming strategy helped immortalize the family’s legacy. History textbooks, especially those by NCERT, further emphasized Congress’s role in the freedom struggle while giving less prominence to other parties like the Bharatiya Jana Sangh (BJP’s predecessor). The book The Rise and Growth of Congress in India highlights how Congress positioned itself as the central architect of modern India.

This strategy proved effective in maintaining Congress’s popularity but drew criticism as an abuse of power. The book 97 Major Blunders of Nehru critiques this approach, alleging it prioritized legacy over governance. Congress also faced accusations of neglecting OBC reservations and poverty alleviation schemes, as noted in a 2024 press release. Overall, Congress’s focus on image-building ensured political stability but sparked controversies.

The BJP’s Present: The “Religion” of Hindutva and Nationalism

Since coming to power in 2014, the Bharatiya Janata Party (BJP) has centered its agenda on development and nationalism. However, critics argue that the party’s “religion” its ideological commitment revolves around Hindutva and nationalism, a new form of image-building. Rooted in the ideology of the Rashtriya Swayamsevak Sangh (RSS), which celebrates its centenary in 2025, the BJP promotes Hindutva as the cornerstone of Indian identity. The party integrates this ideology into policies, awards, and public discourse.

For instance, between 2020 and 2025, the BJP advanced initiatives like the Ram Temple construction, the Citizenship Amendment Act (CAA), and discussions on a Uniform Civil Code (UCC), all tied to Hindutva. These policies reinforce nationalism but face accusations of discriminating against minorities, particularly Muslims and Christians. Prime Minister Narendra Modi is often portrayed as a “solar superman,” linking climate change and renewable energy to Hindutva narratives. The BJP has also used the Bharat Ratna strategically, honoring figures like PV Narasimha Rao in 2024 a Congress leader but outside the Nehru-Gandhi family seen as a political message.

Schemes like Aatmanirbhar Bharat, Make in India, and PM Kisan Samman Nidhi promote nationalism while subtly reflecting Hindutva influences. The BJP has revised history textbooks to highlight the RSS and Hindutva thinkers in the freedom struggle. Critics describe this as the rise of an “ethnic democracy,” prioritizing majority Hindu values. By 2025, the BJP’s policies are seen as aligning the Constitution with Hindutva principles.

Comparison and Impact

Both Congress and the BJP have engaged in image-building, albeit with different approaches. Congress focused on family-centric legacy-building, while the BJP emphasizes ideological Hindutva. Both claim to prioritize public service but face accusations of power misuse. Congress’s era saw economic and educational progress but was marred by image-related controversies. The BJP’s tenure has accelerated development but increased religious polarization. Moving forward, Indian politics needs greater transparency, prioritizing public welfare over image.

Conclusion

Image-building is a constant in Indian politics, from Congress’s family-centric approach to the BJP’s ideological “religion” of Hindutva. While Congress immortalized its leaders, the BJP is reshaping India’s identity through nationalism. In a developing democracy, voters must remain vigilant. Power should be a tool for service, not self-promotion.