Rebranding an image

As the Rashtriya Swayamsevak Sangh (RSS) marks its centenary, it is undertaking a calculated campaign of image management. Through high-profile conclaves and curated public statements, the organisation now speaks of embracing diversity and national unity. This strategic pivot towards a softer, more inclusive persona is occurring at the precise moment of its greatest political power, a confidence bolstered as the national narrative shifts rightward, marginalising liberal voices. Yet, this outreach is fraught with the deep-seated skepticism born of a century of ideological rigidity and sectarian conflict. This is the central paradox of the modern RSS. Founded in 1925, it has completed a remarkable journey from the political fringe to the nation’s ideological core. Its political offspring, the Bharatiya Janata Party (BJP), governs with a commanding majority, while its former full-time campaigner, Narendra Modi, serves as Prime Minister. The centenary celebrations, marked by commemorative state-issued stamps and coins, signify more than an anniversary; they represent an effective merger of party, organisation, and state, fulfilling a long-held ambition. From this pinnacle of influence, the RSS chief Mohan Bhagwat now opines on global and national issues, assuming the mantle of a national guide. However, the organisation cannot escape the long shadow of its history. For India’s minorities and secularists, the RSS remains inextricably linked to a past of division. Its members’ role in the 1992 demolition of the Babri Mosque, a cataclysm that unleashed communal violence killing thousands, is a permanent stain. The organisation has been banned three times, most infamously following the assassination of Mahatma Gandhi by a man with past ties to the group. This legacy creates a profound trust deficit, where every conciliatory gesture is scrutinised for tactical motives rather than a genuine change of heart. The fundamental challenge lies in its core ideology of Hindutva. Critics question whether an organisation predicated on the principle of Hindu cultural primacy can ever be a genuine custodian of India’s pluralistic fabric. The current rebranding exercise, therefore, forces a critical question- is the RSS evolving to reflect a diverse India, or is it simply refining its messaging to consolidate the gains of its political wing? The RSS has masterfully embedded its worldview into the mainstream of Indian governance and has achieved an unparalleled consolidation of power. Its current efforts to project a more moderate image represent a significant tactical shift to broaden its appeal. Nonetheless, its historical association with majoritarianism and sectarian strife remains its heaviest burden. This history fuels a deep-rooted suspicion among minority communities that its outreach is a superficial rebranding, not a fundamental ideological transformation. As it enters its next century, the RSS is defined by this tension between its past and its future aspirations. Its political dominance is assured, but its quest for universal legitimacy remains its most formidable challenge. The ultimate test will not be its ability to win elections, but its capacity to earn the confidence of the very communities its ideology has historically alienated.