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As India gears up for the most awaited event of the year, its parliamentary elections, traders across the country are stocking up on campaigning materials used by political parties and even rolling out memorabilia carrying political symbols.
About 814 million people are expected to vote in nine phases from April 7 to May 12, in what is being termed as the longest elections in the country's history.
Pop-up shops selling election paraphernalia can be found everywhere dotting the streets of New Delhi.
From trendy Gandhi topis (caps) to stoles, key chains, placards, masks and t-shirts bearing the faces of candidates are all for sale. Even people are available for hire as bodies in a crowd for political rallies.
Once the elections are over, then, just like that, they wind up business and cash in from the festival-like atmosphere.