Bolivia's Morales woos voters with cash, charisma

* Morales' Indian roots help his popularity

* Leftist leader cheered like a celebrity in rural areas

* Non-Indians in eastern regions feel let down by Morales

By Eduardo Garcia

TINGUIPAYA, Bolivia, Oct 29 (Reuters) - Cash handouts for poor families, passionate speeches against foreign companies and heavy social spending are all helping leftist Bolivian President Evo Morales in his strong campaign for re-election.

But his most ardent supporters, who have built up a cult of personality around Morales, say their identification with his poor Indian roots is the real key to his popularity.

Morales, an Aymara Indian who herded llamas as a child, lost four siblings to poverty and never finished high school, became Bolivia's first Indian president in 2006, riding strong support from the country's majority indigenous population.

His personal struggle with poverty strikes a chord with many in this Andean nation of 10 million people.

"Evo is going to win again because he has a lot of support, people that love him everywhere because he's an Indian. He's one of us," said Claudio Checa, a farmer from Tinguipaya, a remote Quechua village of adobe houses and mud roads, where Morales made a campaign stop over the weekend.