Name: Karmjeet Kaur & Rajdeep Kaur
Country: India

Year: 2026
Volume: Volume-16, Issue-1, (January-June)
Page Number: 1-9
DOI: https://doi.org/10.5281/zenodo.18468036

ABSTRACT
The Bharatiya Janata Party (BJP) has emerged as the most dominant political party in
contemporary Indian politics, fundamentally reshaping electoral competition and party
dynamics. This paper examines the major electoral strategies adopted by the BJP and
analyses how these strategies have contributed to its sustained success in parliamentary elections. Using secondary data drawn from books, journal articles, election reports, and party documents, the study adopts a qualitative descriptive approach to explore organizational expansion, leadership-centric campaigning, digital mobilization, social engineering, and welfare-oriented governance narratives as core strategic pillars. The findings indicate that the BJP’s strategic innovations have strengthened voter mobilization, broadened its social base, and transformed India’s political system from an era of coalition dominance to a dominantparty configuration. The paper contributes to the literature on party politics and elector