TJ Walker breaks down a New York Times story about Prime Minister Narendra Modi's $17,000 custom suit embroidered with his name. Walker argues the luxury purchase contradicts Modi's image as the son of a tea seller and clashes with India's average per-capita income of $1,500, a signal that can damage political credibility.
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$17,000
$1,500 (2013)
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A new political party has made major inroads into the power establishment of New Delhi elections this past week. So elections held in New Delhi and India and the prime minister's party did not do well in New Delhi this week. But that's not what I want to talk about here. There's this major story in the New York Times today about Prime Minister Modi, who I have praised here in the past when it comes to communication skills, his ability to speak in sound bites, to focus on a message. In the story in the New York Times, it claims he has a pinstripe suit, handmade, that cost $17,000. And instead of the line, a regular line for the pinstripes, it has his name written over and over and over again. Now, this seems amazingly clueless and politically obtuse to be a prime minister in a country where the average per capita income as of 2013 was $1,500, to have a suit with your name built into the pinstripes, paying $17,000. Now, Modi made a great deal of hay out of his campaign about being the son of a tea seller and coming from very humble, humble origins. But to now be seen wearing a suit with his name as a part of the pinstripe for $17,000, that's the sort of message that voters don't like, and they respond by showing their disapproval. That's why even in the United States, which is a, by contrast, a very wealthy country, you typically don't see politicians wearing fancy French cuff shirts, wildly expensive watches, typically don't see them wear handmade suits. For that matter, they wear things that look a little more like what their average constituent wear. And that way, it just doesn't cause attention, it doesn't attract attention, and it doesn't cause problems, something Prime Minister Modi may need to think about.