There is no leader in the Congress of Modi's stature. His appeal is especially strong among women because he's the first leader in the state to speak of women's empowerment.
He speaks of development, a better life, a better future and Gujarati pride. That's what people want to hear. But that's in Gujarat.
Outside Gujarat, the BJP's core constituency doesn't want to hear any of this. They want to hear how minorities should be straightened out and hear Modi commit himself to a constitutional amendment for mandir wahin banayenge should the BJP come to power in the Centre.
This is especially true of places like Azamgarh and Rampur where the population of Muslims is sizeable, and seen as a threat.
Instead, when the Allahabad High Court delivered its verdict on the Ayodhya case, Modi's reaction was: "I welcome the court's decision and appeal to all to maintain peace. We should all work towards harmony."
Now once again, Modi is on a three-day fast for social harmony. The fact is, BJP voters in Gujarat only want political parties to talk about what they will do for Gujarat. And in the rest of India, no one wants to hear Modi speaking of communal harmony. So there's an image mismatch that Modi will have to resolve.
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