The fiasco over Vamana Jayanthi in Kerala shows the Sangh Parivar is trying to figure out what brand of its politics will sell in the state, say analysts.

The controversy was triggered by an article in the local mouthpiece of the Rashtriya Swayamsevak Sangh (RSS) urging Malayalees to celebrate Onam, observed as the symbolic return of the state’s beloved demon-king Mahabali, as the birthday of Vamana who despatched him to hell.

Even before the protests had died down, Bharatiya Janata Party (BJP) president Amit Shah put out greetings on Vaman Jayanthi on the eve of Onam, prompting criticism that the Parivar was trying to “Brahmanise" the festival.

Analysts said there’s a disconnect when the BJP tries to address its Kerala sympathisers in the language it has perfected elsewhere—while BJP-ruled states have clamped down on cow slaughter, for instance, the agenda has few takers in Kerala where beef is preferred over other meat.

The state BJP leadership is also undecided on permitting women to enter Sabarimala. The party’s state general secretary and spokesperson have taken opposite stands, according to regional daily Mathrubhumi. “All political parties will change their strategy from state to state... They (the BJP) cannot take up certain issues because there is a long history of social movements, reform movements in the state. It’s different from other states. They could not go against such issues. So I guess they will be playing both sides," said writer and political commentator P. Sachidanandan.

“BJP is a cent percent democratic party. Everybody has a right to voice their opinions. We appreciate variety, it must not be seen as internal contradictions," former BJP state president and party national executive member Sreedharan Pillai said.

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