This article aims to offer a theoretical critique of the propaganda against the affirmative action programmes, as well as to unpack the veil of merit and provide justifications for affirmative action for the underprivileged in Kerala. For this purpose, Bourdieu's concept of cultural capital and its origin would be introduced as the central focus of analysis. Next, hate campaigns through social media against affirmative action and misconceptions about merit will be introduced briefly. Second, this article will present the implications of Bourdieu's concepts for affirmative action in India. Third, it will critically explore how caste system creates different fields for the reproduction of cultural capital with family habitus and the circulation of capital in different forms on behalf of the dominant communities. Fourth, the relative aspect of merit regarding the caste bound traditional occupational culture will be discussed. Fifth, this article will critically analyse the extent to which dominant communities reproduce embodied cultural capital historically and claim privileges in political engagements. To conclude, some recommendations to deal with anti-affirmative action mind-sets in relation to merit will be presented.