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This is everywhere - BJP is getting more and more popular. Its vote share is steadily increasing in most of the states it lost and won (except Chhattisgarh) in past 3-4 years. Even in MH, the vote-share is quite high and would have breached the 2014 mark of 31% if fought alone
But in spite of steadily increasing vote-share, the losses in the states are mounting.

Only explanation is that at least on state-level, MahagaTHbandhan is being more effective in mobilizing their core demographics

So I do not think there is something wrong with strategy part.
Just that BJP is like that slowly expanding blob that everyone is afraid of

I don't think Raghuvar or Mamaji, or Vasundhara or Devendra or Khattar or Rupani/Anandiben or Yeddy screwed up exceptionally during their tenures as CM in these heartland states of BJP.
They were more or less alright in their operations and quite clean actually (some petty rumours about Mamaji but nothing to merit a severe backlash from public - which is absent anyways).

Opposition has oiled the procedures to help each other effectively to save their existence.
As BJP moves near 35-40% vote-share mark steadily (speaking on average, it already is near 50% where it is bipolar fight between BJP and other party, usually INC), this resistance is going to increase.

The resistance will vanish exponentially if BJP crosses this barrier.
It is like mass of the matter increasing as its velocity increases (thus making it difficult to accelerate).

Near the speed of light, mass of particle increases exponentially.

But at light's speed, one is massless. 😀
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