This article proposes a non conventional analysis of the most significant phenomenon that has marked Indian political life in the past decade. The electoral competition for the 2014 general election is played around two main elements, namely, the selection of convincing prime ministerial candidates and the definition of electoral coalitions. In this perspective, the Bharatiya Janata Party (BJP), the main party of the right-wing coalition (National Democratic Alliance, NDA), has taken a decisive step by selecting Narendra Modi as its front man for the electoral campaign, and thus the “natural” candidate for the post of prime minister in case of success. A highly controversial figure, Modi polarized the public debate for over a decade: he is either considered a fascist politician or he is praised for the high economic growth rates achieved by the state under his government. This article proposes to move beyond such a dichotomy to highlight Modi's complexity and success in promoting a political culture that merged religious traditionalism and neoliberal economic arguments. Whether his coalition will win the election or not, and whether he will become the next prime minister or not, is greatly significant to the future of India and to the possibility of the many contradictions and diversities that underpin the Indian democracy being conciliated.