The concept of "freebies" has become a central and contentious issue in Indian political discourse, directly impacting how consumers perceive and access promotional offers. Prime Minister Narendra Modi has repeatedly warned against what he terms the "revdi culture," a metaphor for political parties distributing free goods and services to secure votes. This debate, which has reached the Supreme Court and sparked nationwide discussion, creates a complex environment for understanding the nature of free offers, whether they come from political entities or commercial brands. The core of the argument centers on the economic and developmental implications of such distributions, contrasting them with long-term infrastructure projects. For consumers, this distinction is crucial: understanding the source, intent, and sustainability of any free offer—be it a government subsidy, a political promise, or a brand sample—is key to navigating the market. This discussion is particularly relevant for those seeking free samples, promotional trials, and brand freebies across categories like beauty, baby care, pet food, health, food and beverage, and household goods, as the political climate can influence the availability and structure of such programs.
Prime Minister Narendra Modi has been a vocal critic of the practice of offering freebies to voters, a stance he articulated clearly on July 16, 2022, while inaugurating the Bundelkhand Expressway in Kaitheri village, Orai tehsil, Jalaun, Uttar Pradesh. During his address, PM Modi warned that the culture of distributing freebies for votes is "very dangerous" for the country's development. He used the term "revadi," a popular North Indian sweet often shared during festivals, as a metaphor for the tempting but ultimately harmful promises made by political parties to gain power. He urged the public, especially the youth, to be "very careful" with this culture and called for a collective effort to defeat this thinking and remove it from Indian politics. PM Modi argued that parties engaging in this "revdi culture" would never build new expressways, airports, or defense corridors, contrasting such giveaways with his government's focus on tangible infrastructure projects like the Bundelkhand Expressway, which was constructed at a cost of approximately ₹14,850 crore and is designed to reduce travel time between Chitrakoot and Delhi by 3-4 hours, among other benefits (Source 1, Source 3, Source 6).
The Prime Minister's remarks have ignited a significant debate, drawing responses from opposition parties, legal experts, and the judiciary. Opposition leaders, such as Aam Aadmi Party (AAP) chief and Delhi Chief Minister Arvind Kejriwal, have pushed back against the characterization of their welfare schemes as "freebies." Kejriwal defended his government's programs for free education, healthcare, and electricity, arguing they are essential public services, not irresponsible giveaways. This counter-argument highlights the difficulty in defining what constitutes a "freebie" versus legitimate welfare. The debate has also exposed accusations of double standards, with critics pointing out that the ruling Bharatiya Janata Party (BJP) has also made significant promises, including the extension of a free food grain scheme for the poor for five years, a move that some see as contradictory to the anti-freebie stance (Source 2, Source 4).
The controversy escalated to the national level, involving the Supreme Court and the Election Commission. A public interest litigation was filed on the issue, and during its hearing, the Supreme Court questioned its own jurisdiction to intervene, calling the matter potentially "anti-democratic" and refusing to order the de-registration of political parties for announcing freebies. The court's reluctance underscores the view that such matters are best left to the electorate's judgment. Concurrently, a BJP functionary, who is also a lawyer, reportedly moved a petition in the Supreme Court to prevent the distribution of "freebies," further fueling the political and legal discourse (Source 2, Source 5). This judicial and political engagement has made the term "freebies" a loaded one, influencing public perception of any no-cost offer.
The political narrative has been a key tool in recent elections, as seen in the Delhi Assembly Elections of 2025. The BJP achieved a landslide victory, winning 47 of 70 seats and ending the AAP's decade-long rule. A significant factor in this outcome was the BJP's campaign strategy, which heavily leveraged "Brand Modi." Prime Minister Narendra Modi personally led the campaign, accusing the AAP of large-scale wrongdoings and specifically targeting Chief Minister Arvind Kejriwal for constructing a "sheeshmahal" (a palace of mirrors), a reference to alleged extravagant spending on the Chief Minister's residence at the expense of public welfare. This narrative positioned the BJP as a party focused on development and responsible governance, contrasting it with the AAP's alleged misappropriation of funds, a strategy that resonated with voters and contributed to the BJP's triumph (Source 7).
The debate over "freebies" extends beyond mere political rhetoric to touch upon fundamental questions of economic policy and governance. Critics of the government's stance, as reported in various analyses, point out that while the administration opposes subsidies for the general population, it has simultaneously provided hundreds of thousands of crores in tax concessions and loan waivers to large corporations and monopolists. This perceived dichotomy has been described as a "bizarre drama," where the government's opposition to "freebies" is seen as selective. The core argument from this perspective is that the electorate is the ultimate arbiter of electoral promises; if political parties make irresponsible promises, voters have the power to punish them at the polls. Therefore, judicial or other interventions in this domain are viewed as an encroachment on the powers of the legislature, the federal structure, and the fundamental rights of the electorate (Source 5).
This political environment has a direct impact on consumers who are actively seeking free samples, promotional offers, and trial programs. The intense scrutiny and negative connotations associated with the term "freebies" can lead to a more cautious approach from both government and commercial entities when distributing free products or services. For instance, a brand considering a large-scale mail-in sample program for household goods or pet food might face public relations challenges if the timing coincides with a major political controversy over freebies. Consumers may become more skeptical, questioning the motive behind a free offer—whether it is a genuine promotional trial or a manipulative tactic.
Furthermore, the debate has forced a more precise definition of what constitutes a legitimate "welfare scheme" versus a "freebie." For categories like baby care and health, where government programs might provide free essentials to low-income families, the line can be blurry. A program that offers free baby formula or diapers could be championed as essential support for families or criticized as a "revdi" to win a specific voting bloc. For consumers, this means it is more important than ever to understand the source of the offer. A free sample of a new beauty product from a brand's official website is a commercial promotion, distinct from a government-subsidized health supplement.
The implications for brand freebies are significant. In a climate where "freebies" are politically toxic, brands must be more strategic and transparent in their promotional offers. They need to clearly frame their free samples and trials as part of a legitimate marketing strategy to introduce new products, gather consumer feedback, or build brand loyalty. For example, a free trial of a premium pet food brand should be presented as an opportunity for pet owners to test a new formula, not as a handout. Similarly, a mail-in sample for a new household cleaning product is a tool for market penetration, not a giveaway.
The political discourse also influences how consumers access these offers. With increased public awareness and debate, there may be a greater demand for transparency regarding eligibility, shipping costs, and data privacy. Consumers may become more diligent in reading the terms and conditions of a free sample offer, especially if it requires personal information. This heightened scrutiny is beneficial for the consumer ecosystem, as it encourages brands and marketers to be more upfront and honest in their promotions.
The "revdi culture" debate also highlights the importance of infrastructure and long-term development versus short-term giveaways. PM Modi's emphasis on projects like the Bundelkhand Expressway is meant to showcase a model of governance that creates lasting value, such as improved connectivity and economic opportunities. For consumers, this can be translated into the value of investing in quality products and services that offer long-term benefits, rather than being swayed by short-term, low-value freebies. For instance, a consumer might be better off investing in a durable household appliance than repeatedly accepting free samples of a less reliable brand. Similarly, for health and beauty, a free trial of a scientifically-backed product that delivers tangible results is more valuable than a free sample of a product with no proven efficacy.
The debate has also revealed a significant information gap. While politicians and commentators debate the macro-economic impact of freebies, the average consumer is often left to navigate a complex landscape of offers. The lack of a clear, universally accepted definition of a "freebie" means that consumers must rely on their own judgment. This is where consumer-focused information becomes vital. For those seeking free samples, it is important to differentiate between offers from reputable brands with clear privacy policies and terms of service, and unverified offers from unknown sources that may be attempting to collect data under the guise of a promotion.
The political battle over freebies has also had a tangible effect on electoral outcomes, as demonstrated in the 2025 Delhi elections. The BJP's victory, attributed in large part to its campaign against the AAP's alleged corruption and its focus on "Brand Modi," suggests that voters can be swayed by narratives of responsible governance. This outcome may encourage other political parties to re-evaluate their own promises and how they are perceived by the public. For consumers, this political shift could lead to a more stable and predictable policy environment, which in turn can foster a healthier market for commercial promotions.
The involvement of the Supreme Court in the freebies debate, while ultimately deciding against intervention, has elevated the issue to a matter of national legal and constitutional importance. The court's observation that the issue is "anti-democratic" and its refusal to interfere in the promises made by political parties reinforces the primacy of the voter's choice. This legal perspective provides a framework for consumers to view commercial freebies as well. Just as voters are responsible for evaluating political promises, consumers are responsible for evaluating commercial offers. The law provides a baseline of protection against fraud and deception, but the ultimate judgment on the value of a free sample or promotional offer lies with the individual.
In conclusion, the "revdi culture" debate initiated by Prime Minister Narendra Modi has fundamentally reshaped the conversation around free offers in India. It has drawn a sharp, albeit contested, line between what is considered harmful political patronage and legitimate welfare or commercial promotion. For consumers, this heightened awareness is a double-edged sword. On one hand, it encourages a more critical and informed approach to accessing free samples, trials, and other promotional offers. On the other hand, the politicization of the term "freebie" can create confusion and skepticism, potentially devaluing genuine marketing efforts. The key takeaway for consumers is the need for discernment: to understand the source of an offer, the intent behind it, and its potential long-term value. As the political and economic landscape continues to evolve, the ability to distinguish between a sustainable, value-added promotion and a short-sighted "revdi" will be an essential skill for any savvy consumer. The debate underscores that not all free offers are created equal, and the context in which they are offered is just as important as the offer itself.
Sources
- Offering freebies for votes 'very dangerous' for country: PM Modi
- Modi's remarks on 'freebies' sparks debate; Opposition attacks govt's magnanimity towards corporates
- Dangerous for country's development, PM Modi says as he calls on people to defeat 'freebies culture'
- Ruling BJP’s U-turn on ‘Revdi Culture’ ignites nationwide debate ahead of elections
- The Modi government and the so-called freebies
- Modi warned against Revdi culture now he leads the charge
- Brand Modi To Freebies: How BJP Triumphed AAP To Win Delhi Elections 2025