“As we now know, Modi’s election in reality marked the defeat of soft Hindutva and the arrival of what we, inspired by recent media coverage, call competitive Hindutva. Today, the moderate allusions, innuendos and idiomatic repertoires of soft Hindutva are no longer a predominant mechanism in electoral competition in India. What we see now (…) is rather a more blunt game of one-upmanship played out on the home turf of a considerably more assertive, even aggressive, Hindu nationalism, a change brought about by the long march through the institutions of the Sangh Parivar and its textbook Gramscian approach to building hegemony through civil society.”