A notable shift occurred when projects like the Rajiv Gandhi Khel Ratna, India’s highest sporting honour, were renamed Major Dhyan Chand Khel Ratna in 2021, a nod to the legendary hockey player rather than the former prime minister. Another prominent example was the renaming of the Indira Awas Yojana, a housing scheme for the rural poor, which was rebranded as the Pradhan Mantri Awas Yojana. Such changes, justified as moves to ‘de-politicise’ national projects, were part of a broader strategy by the government to reduce the visibility of what has been called the ‘Nehru-Gandhi dynasty’ in public consciousness.

However, the renaming of public projects under Modi’s leadership appears to have developed its own distinct flavour, subtly moving from erasing legacy names to embedding more contemporary political figures into the lexicon of national projects. The rebranding of the Vande Bharat Metro service, which had been hailed for its nationalistic resonance, to Namo Bharat Rapid Rail has more than what meets the eye. The name ‘Vande’ itself carries deep historical and nationalistic overtones, tied to India’s freedom movement and the national pride that followed and the change sounds incongruous with Modi’s own philosophy

While the term ‘Namo’ is derived from the Sanskrit word meaning ‘obeisance’, which traditionally conveys reverence and respect. However, in the political and cultural context of present-day India, ‘NaMo’ is widely recognized as shorthand for Narendra Modi. This subtle but significant shift in terminology is being viewed by many as an attempt to reinforce the personality cult surrounding Modi, a hallmark of his leadership style.

Although such moves to name or rename projects after prominent political figures are not new to India’s political landscape, the decision to adopt "Namo Bharat" has drawn attention for its timing and implications. Perhaps it mirrors a strategy that the Modi government once criticized—the emphasis on individual glorification, especially when juxtaposed with the attempts to erase traces of the Nehru-Gandhi family from the names of public projects.

Significantly, the increasing frequency of the use of Modi’s name in government branding, occurs as his political career is at the crossroads. With Modi having just celebrated his 74th birthday, questions about the future leadership of the Bharatiya Janata Party (BJP) are beginning to emerge. His third term as prime minister is being regarded by many as his last, and the BJP faces the challenge of finding a successor capable of carrying forward the party’s vision without Modi’s towering presence.

The rebranding of public schemes has thus become a matter of political signalling. Nitin Gadkari, senior minister and a prominent figure within the BJP, made statements that have further fuelled speculation. Speaking at a journalism awards function in Nagpur over the weekend, Nitin Gadkari claimed that a ‘political leader’ who he refused to identify, once offered to support him if he were to enter the race for the Prime Minister's post, but he declined the offer stating he did not nurse such an ambition.

While his remarks appeared innocuous, observers have interpreted them as indicative of what may come next in terms of party leadership. As discussions intensify about who might take over the reins when Modi’s tenure ends, the renaming of national projects could be seen as a strategic move to solidify Modi’s legacy within India’s political history.

The use of ‘Namo’ in public projects is emblematic of Modi’s impact on the nation’s political culture. His leadership has always been associated with a focus on nationalism, with slogans like ‘Make in India’ and ‘Atmanirbhar Bharat’ shaping the discourse around economic development. The choice to align public transportation projects with Modi’s name suggests an effort to intertwine his image with the progress and modernization of the nation.

The Congress party, during its decades of leadership, used the names of Nehru, Indira Gandhi, and Rajiv Gandhi to leave an indelible mark on public infrastructure. Now, Modi’s administration seems to be walking a similar path, albeit with a more personalized brand. (IPA Service)