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This Article is From Nov 03, 2013

How 'Modi magic' spiced up this Diwali in the US

How 'Modi magic' spiced up this Diwali in the US
A packet of crispies with 'Modi Magic' on its label
In the midst of gulab jamuns and naan khatai this Diwali, a new flavour popped up in a food chain across America - 'Modi Magic', a namkeen mix inspired by Narendra Modi.

The idea came up when Mr Modi won his third term as chief minister last year, and to celebrate, Rajbhog Sweets distributed 11 pedas for Mr Modi's 11 years. But now, with the general elections approaching, they decided to spice it up.

Arvind Patel, owner of Rajbhog Sweets store on Newark Avenue in Jersey City says, "Few of us were just chatting one afternoon when the idea of 'Modi Magic' came about. We give it out for free at BJP events and festivals here in the US, and aim to distribute 10 lakh packets till the elections."

Each packet of 'Modi Magic' costs 45 cents and 10 lakh free packets will total 45,000 dollars, but Mr Patel says he is ready to do much more and is now on his way to India for six months to campaign for the BJP.

The spicy mix is certainly a hit with the customers, most of them Modi fans. "This is the first time I have seen an Indian politician branded like this, his magic is working not only in India but the whole world," said a customer.

Modi supporters in the USA cannot donate directly to political parties in India but are finding novel ways to spread the Modi message. As for the million dollar question, the taste test, I can personally vouch that 'Modi Magic' is certainly spicy, much like the man's politics.

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