The Bharatiya Janata Party (BJP) is strategically focusing on the use of 'sindoor' (vermillion) as a cultural and political symbol to attract female voters in West Bengal, traditionally a stronghold of the Trinamool Congress (TMC). This approach involves multiple layers, from reacting to statements made by TMC leaders to highlighting national events and policies through the lens of women's safety and cultural values. This multi-pronged strategy aims to erode the TMC's support base among women by directly addressing their concerns and cultural sentiments.

At the center of this strategy is "Operation Sindoor," India's military response to a recent terror attack. The BJP is using this operation to project an image of strength and resolve in protecting the nation and, by extension, its women. Prime Minister Narendra Modi has framed the operation as a response to those who "dare to wipe away the sindoor of our sisters," directly connecting national security with the honor and safety of women. This narrative is designed to resonate deeply with Hindu women, for whom sindoor is a potent symbol of marriage and well-being.

Recent political discourse has seen the BJP criticizing West Bengal Chief Minister Mamata Banerjee for allegedly "opposing" Operation Sindoor. BJP leaders have accused Banerjee of prioritizing appeasing a "Muslim vote bank" over the sentiments of Hindu women, a charge she denies. Union Home Minister Amit Shah has been particularly vocal, asserting that Banerjee has "played with the emotions of crores of women" by questioning the operation. He urged the women of West Bengal to "teach the Trinamool Congress supremo a lesson" in the upcoming Assembly polls. The BJP frames Banerjee's criticism as an insult to the women of the country, aiming to create a strong emotional backlash against the TMC.

Further solidifying their outreach, BJP sources have indicated plans to distribute sindoor across the country as part of a larger public outreach campaign. This initiative is designed to connect with women voters and reinforce cultural symbolism. The Trinamool Congress has vehemently opposed this move, calling it a "dangerous and divisive tactic." TMC leaders argue that exploiting sindoor for political mileage is disrespectful and risks deepening religious divides, accusing the BJP of misusing a sacred Hindu symbol for electoral and communal gains.

Beyond the immediate political rhetoric, the BJP has been actively working to address issues important to women through various government schemes and policies. These include initiatives providing cooking gas connections, housing, and employment opportunities. The Modi government also claims to have liberated Indian Muslim women by banning the practice of triple talaq. Moreover, the passage of the Women's Reservation Bill, which aims to reserve one-third of seats in the Lok Sabha and state legislative assemblies for women, is presented as a significant achievement of the BJP-led government, although its implementation is not expected before 2029.

However, the BJP's approach has faced criticism and challenges. Accusations of "selective enforcement" of laws, particularly in cases involving social media influencers, have drawn condemnation. The arrest of an influencer for allegedly uploading a video with communal comments related to "Operation Sindoor" has been framed by some BJP leaders as an example of the TMC government targeting Hindu women to appease its vote bank.

Despite these efforts, some analysts suggest that while women respond to policy appeals, "freebies" are less effective. They argue that pension, housing, and employment schemes for women are more effective in mobilizing women voters than distributing consumer goods. Recent election results also present a mixed picture. While the BJP has made gains among women voters in some states, the representation of women within the party remains lower compared to the TMC in West Bengal.

Overall, the BJP's strategy of focusing on "sindoor" is a calculated effort to tap into the cultural and religious sentiments of women voters in West Bengal. By linking national security with women's safety and cultural symbols, the BJP aims to undermine the TMC's traditional support base and position itself as a champion of women's interests.