Kerala's modest, much-loved attire, mundu with its impeccable lines at the folds, has given a sartorial twist to the local body poll campaign. For the past week, dhotis, shirts and set mundus featuring LDF, UDF, and BJP party symbols on their borders have been brought out by various textile outlets across the state. According to the clothing stores that launched these dresses, they have already found takers, both individually and in bulk. 

Textile outlets that sell poll-season styles currently have white mundus, colour mundus, shirts, and set mundu in store. In various shops, they are available in multiple fabrics too. For instance, Malhar Looms of Kottayam's Marangattupalli offers handloom election attire, while platforms like Malappuram-based Loventa, Kochi's Strideline, and the like offer cotton mundus with poll symbols. 

Cotton options are available from ₹250, while handloom mundu prices start at ₹325. Shirts are priced around ₹600, and set mundus are priced between ₹300 and ₹1,000. The prices can vary depending on the extent of customisation required as well. Sreekanth S of Malhar Looms says, "We have enquiries coming in for party insignia on ponnada shawls as well. People are also asking for 'Randila' (two-leaves) mundus." Mary Jethin, owner of Strideline, says, "Most queries are coming from those aged under 35. That said, we have just introduced the mundu and are yet to study the demand." 

While the new party insignia attire is a novel trend in South Kerala, the northern part of the state had similar versions in the past, many say. Fayiz K of Loventa in Malappuram, who runs it with Moosa Vadakkethodi, says, "In the past 10 years, the election attire has gone through various phases. For example, the LDF comrades preferred to wear red mundus with white shirts, while the Congress opted for blue, and the Muslim League opted for green mundus with white shirts. However, over time, youngsters' interest in this pattern waned. The mundu with the party emblem is coming at a time when they have been looking for something new."

Sreekanth S of Malhar Looms says that times are such that youngsters like to customise their clothes for various occasions. "Be it for festivals, events or even pilgrimage seasons, many youngsters look for customised yet comfortable traditional and modern clothes. This is true even for Sabarimala pilgrims. During the election time, too, this is what they want. While we too have brought out our set of election attire, they are also further customisable depending on customers' needs," he says.

Joel Jose, a Kottayam-based businessman who has ordered an election mundu, says he feels these can even be stored as election memorabilia. "The next election will have its own trends, but this one belongs to this year's polls. Moreover, my friends and I also have plans to do reels wearing them if the candidate we support wins the election," he says. 

Social media has also been having some funny takes on it. From 'What to do with the mundu if the candidate fails' to 'How will the symbol be visible if we fold it up' are a few to mention.