The BJP is unlikely to make any major gain in the south despite its growing visibility, owing to its image as “Hindu, Hindi and Brahminical fascist” as well as the emergence and collusion of highly influential business houses and private-corporate capitalists. The BJP is unable to comprehend the fact that the essence of government does not reside in coercion. Traditionally, southern voters are more sensitive towards issues of excessive centralisation and weakening of the rights of states. While the Congress has increasingly been adopting soft Hindutva as a way of appeasing the Hindu electorate, the BJP has chosen to consolidate caste votes with promises of greater stakes for the middle and marginalised castes and communities. It anticipates dividends from the 10 per cent reservation on economic grounds regardless of caste, but that move could prove counterproductive in the southern states, particularly Tamil Nadu.