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This paper analyses the manner in which over the past few years, the major political parties in the largest Indian state of Uttar Pradesh have calibrated their policies with the objective of wooing Muslim voters. It examines the factors which shaped Muslim electoral behaviour in the general election of 2014 to the Lok Sabha (Lower House of the Indian Parliament) and how the electoral arithmetic was transformed in the run-up to this election. By analysing institutional, political and intra-community factors, it explores the reasons for the declining importance and representation of Muslims in the electoral arena of Uttar Pradesh. [ABSTRACT FROM PUBLISHER]