The 2024 Maharashtra Assembly elections have showcased the growing influence of targeted welfare schemes in shaping political outcomes. The BJP-led Mahayuti alliance’s landslide victory is not merely a testament to its organizational strength but a case study in how effectively executed policies can sway voter sentiment. At the heart of this electoral triumph lies the Mukhyamantri Majhi Ladki Bahin Yojana, a scheme that not only captured the imagination of women voters but also redefined the dynamics of voter engagement in the state.
Despite criticism from the opposition, who labeled the scheme a blatant “bribe,” the Mahayuti leaders were unapologetic in their promotion of the program. Over 2.36 crore women beneficiaries received Rs 7,500 in cash assistance between July and November, a tangible fulfillment of pre-election promises. This direct approach resonated deeply with voters, especially in rural areas, where economic challenges make such schemes a lifeline. The timing of the disbursements, coupled with assurances of increasing the monthly aid in future phases, cemented Mahayuti’s image as a coalition that delivers.
Chief Minister Eknath Shinde’s post-victory remarks underscore the importance of this strategy. His gratitude towards “ladli behnas and kisans” wasn’t mere rhetoric—it was a recognition of the demographic that propelled the alliance to power. Women voters, who often face economic marginalization, found immediate value in the scheme, unlike the Maha Vikas Aghadi’s (MVA) competing promise of Rs 4,000 under the Mahalakshmi Yojana. While the MVA touted this as a superior offer, it failed to materialize into actionable trust among voters.
The Mahayuti’s campaign strategically painted the MVA as a coalition incapable of continuity in welfare programs. Shinde and his deputies, Devendra Fadnavis and Ajit Pawar, emphasized that an MVA government would dismantle existing welfare measures. This narrative, combined with the opposition’s warnings about fiscal instability, created a stark choice for voters: stick with proven benefits or gamble on future promises.
What stands out is how the Mahayuti successfully turned criticism into an advantage. Accusations of fiscal irresponsibility, highlighted by the opposition citing Maharashtra’s mounting debt, were skillfully reframed as necessary investments in people’s welfare. The state government’s allocation of Rs 46,000 crore for the Ladki Bahin Yojana in 2024-25 signaled financial preparedness, quelling doubts about the scheme’s sustainability.
The MVA’s campaign, by contrast, appeared fragmented and unconvincing. Their promise of Rs 4,000 monthly aid under Mahalakshmi Yojana lacked the immediacy of Mahayuti’s approach. Furthermore, their focus on criticizing the state’s fiscal deficit rather than proposing actionable solutions alienated voters who were already benefiting from the Mahayuti’s policies.
This election is a clear indication that governance, when paired with targeted benefits and strategic communication, can outshine traditional electoral tactics. Mahayuti’s victory reaffirms the growing importance of women as a decisive voting bloc. The MVA underestimated the political currency of trust and tangible benefits, a miscalculation that Mahayuti exploited to secure a historic mandate.
The results also underscore the increasing reliance of Indian electoral politics on welfare-driven strategies. As Maharashtra celebrates its new government, the opposition faces a critical juncture. For the MVA, the lesson is clear: vague promises and reactive strategies can no longer compete against focused governance and sustained engagement.