One of the many strengths that Prime Minister Narendra Modi displayed during the 2014 elections was that he was able to cleverly present different facets of his personality to different people. For some, he was an economic reformer, for some, he was the "Hindu nationalist" and for others, he was the mega anti-corruption crusader. Sure, some felt he was a combination of all the three and the rest were just happy he didn't belong to the Congress.

It clearly worked then, but three-and-a-half years down the line, this strategy seems to have run its course. It's become painfully difficult to pinpoint what the BJP really stands for. In 2014, it appeared to connect with the aspirational voter but in 2017, it seems its only ideology is to be "anti anti-BJP" - oppose all those who oppose the BJP.

Maybe, the BJP in its ambition (and desire) to win elections at all costs has got entangled in its own political messaging. It seems as if more than the voters, the party is unsure of what it wants to fight for. This isn't a recent development but it's become more apparent this week.

First, consider the cause that Modi has taken up most enthusiastically: corruption. His party's actions in the past week paint a contrary, dismal picture. In Rajasthan, the BJP government tried to push for a draconian, unconstitutional law to shield public servants. In Himachal Pradesh, Sukhram, who was convicted in a telecom scam, and his son formally joined the BJP to contest elections. In Maharashtra, Narayan Rane, accused of criminal wrongdoings, was invited to join the BJP. And the controversy over Amit Shah's son, Jay Shah, is already a distant memory. Can someone explain how is this a party that pits itself against corruption?

Second, consider the furore over the futile and meaningless debate on Taj Mahal last week. What purpose was it meant to serve apart from polarisation and distraction? Whether it was the cruelty of past Muslim invaders or if a temple existed on the land before it was built - how does it really help India move forward? Modi on most occasions exerts immense influence over his party, but somehow on these issues he is unable to suspend or even censure these individuals. If BJP continues to unnecessarily divide people on communal lines, then how can Modi claim to be working to create an egalitarian society?

Third, it showed again this week that it's intolerant to any form of criticism that comes its way. In Tamil Nadu, its unit tried to force cuts in Mersal, a movie that allegedly showed GST in a negative light. If the government comes up with amendments to GST almost every day, it's hard to see why someone can't criticise it. And if a character in a movie isn't allowed to do that, then I am not sure if anyone else will have the courage to do that. How does BJP convince its moderate voters that it is a party that is different from Congress on issues of free speech and expression?

Fourth, on the economic front, it has made a good start to tackle the non-performing assets crisis by deciding to recapitalise struggling public sector banks. The details on the deal are still fuzzy but unless this is backed by the government divesting its stake and reducing its ownership in many of these banks, this will ultimately end up again as another short-term solution. After all, you are using taxpayers money to bail out banks which are struggling primarily because of lending irresponsibly to many corporates. In such a case, how does Modi impress upon the voters the image of an economic messiah, if he can't institute deeper structural reforms?

All the four issues have thus only increased confusion over BJP's core principles. It wants to transform the economy but only wishes to stimulate it through government spending and hesitates to trust markets and private individuals. It wants to fight corruption by brutally using state power against everyone but its own. It wants to impress everyone as if it's morally superior to others but doesn't mind compromising on secular lines to win elections. How do voters reconcile with these contradictions and different strands of hypocrisy?

Most spectacularly, the fall in BJP's fortunes this week hasn't come through the Opposition. Sure, Rahul Gandhi has had a few decent weeks but this dent in credibility has largely been self-inflicted. It's almost as if the BJP is addicted to self-destruction. BJP actually doesn't need an Opposition, it has become its own biggest enemy. What people increasingly feel is that Modi himself has no idea about what he stands for because there is such a wide gap between what he says and what his party does.

Also read: Why Modi won't be so excited about BJP winning 2019 elections