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North Texas political signs in Indian languages to tailor to growing diverse electorate

"People are starting to understand how quickly we are growing, people are now paying more attention to us," Chanda Parbhoo said.

COLLIN COUNTY, Texas — In Collin County, Texas, a new wave of political signage is making waves, not just for its messages, but for the languages it employs. 

This election cycle, the Collin County Republican Party has introduced campaign signs in four Indian languages: Hindi, Telugu, Gujarati, and Tamil. This initiative aims to connect with the area’s growing South Asian population, a community that is increasingly influential in local politics.

"It was just a question of relating to them, reaching out to them, and bringing them into the fold. And there's no better medium than language," said  Srini Raghavan, a precinct chair with the Collin County Republican Party.

By using languages that resonate with many residents, the party hopes to foster a sense of belonging and invite engagement from South Asian voters.

Chanda Parbhoo, representing the SAAVETX Education Fund and an Indian-American, emphasizes the significance of this outreach. 

"To see those signs come up tells us how far we've come," she said. "People are starting to understand how quickly we are growing, people are now paying more attention to us," Chanda said.

Parbhoo’s organization is dedicated to mobilizing South Asian voters, a demographic that constitutes nearly half a million people statewide. But she urges these groups to go beyond just reaching out to South Asians and to address the issues that affect the community. 

She wants to remind people that South Asians are "not a monolith" and do span the political spectrum. Chanda does say, however, that the majority of South Asians according to national AAPI data skew Democrat but very recently there have been slight shifts.

"When you look at half a million voters, that is a pretty powerful voting bloc," she said referring to Indians, Pakistanis, Nepalese, Sri Lankans, and Bangladeshis in Texas.

The Collin County Democrats respect the overture made by their opponents but argue that more meaningful engagement is necessary. Michael Tijerina, a Democratic representative, expresses concerns about the approach, stating, "The needs of the South Asian community aren't being listened to. They are speaking at them, not with them."

This sentiment reflects a broader desire for genuine connection within the community. Tijerina notes a hypocrisy in the situation, pointing out that while the Republican Party is trying to connect through language, some party members have resorted to defacing their signs. 

Tijerina says South Asian candidates Sandeep Srivastava and Presidential candidate Kamala Harris have had their signs "torn up and defaced."

The Republican signs are strategically placed near Indian restaurants and stores to maximize visibility. You'll find them in Frisco, Plano, and McKinney. Their messaging focuses on themes of education, prosperity, and family, with the party framing this as an invitation to dialogue. 

"The feedback we've received on these signs is deeply appreciated," Shelby Williams, Collin County Republican Party Chair says, emphasizing the importance of ongoing relationships beyond the election cycle. "It's not just for this election; it doesn't stop here. We need to foster these relationships on an ongoing basis," said Williams.

As Collin County continues to be an electoral battleground, the presence of these signs symbolizes more than just a campaign strategy; they represent a significant shift towards inclusivity and recognition of a diverse electorate.

Election Day is Tuesday, Nov. 5.

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