Gender is frequently overlooked in the analysis of contemporary populist politics, despite its significant influence on the policies enacted by populist regimes. This article aims to elucidate how populism in West Bengal strategically employs social welfare schemes to secure electoral support, particularly targeting female constituents. To facilitate a comprehensive investigation of the dynamics associated with these welfare schemes and their effects on women voters, this study utilizes qualitative research methodologies, specifically through in-depth semi-structured interviews with female participants. Following the transcription of these interviews and a thorough review of the respondents’ feedback, qualitative coding was employed for thematic analysis using NVivo 10, qualitative data analysis software. The results indicate that the respondents demonstrated a predominant awareness of welfare schemes instituted by the state government, whereas awareness of initiatives provided by the central government was notably limited, highlighting a critical gap in communication from national authorities. The welfare populism promoted by the All India Trinamool Congress had a profound impact on the electoral landscape. Participants expressed a sense of empowerment derived from these schemes, perceiving them as just compensation for their undervalued unpaid labour. This emerging sense of empowerment may lead to retrospective voting, as individuals reflect on the benefits accrued from these schemes when making their electoral decisions.
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