Hindutva is posing a serious image problem which distracts attention from the other attributes of the party. Hindutva may be a backdrop but if the backdrop grabs all the (negative) attention, the everyday message of the party is lost.
There are times when a term becomes a block and an obstacle. Clause 4 became a block for the Labour Party and "dictatorship of the proletariat" for the Communists. Both were shelved.
The BJP should quietly shelve Hindutva in the same way as Nehru shelved Gandhism and Narasimha Rao dispensed with socialism.
Enlightened nationalism and modernity should become the two defining attributes of the BJP. Otherwise the party faces a growing marginalisation for its inability to move with the times.