LA PAZ, Oct. 12 (Xinhua) -- Bolivian President Evo Morales won a landslide victory in Sunday's presidential election, bolstering his efforts to empower the country's indigenous majority under a socialist banner.

Exit polls showed that Morales won about 60 percent of the vote, far ahead of Samuel Doria Medina, his closet opponent of the Democratic Unity Party, who garnered 24 percent of the vote.

Although ballots are still being counted, Morales'rivals have conceded defeat and his supporters have begun celebrations in the capital of La Paz.

Morales, 55, won his popularity thanks to his social policy of empowering marginalized social sectors.

The leader of the Movement for Socialism became the country's first indigenous president in January 2006. He won a recall referendum that renewed his mandate two years later.

Armed with the vote of confidence, Morales introduced a new constitution in 2009 that granted more rights and autonomy to indigenous people. He was re-elected with a landslide victory in the same year.

If elected, Morales will begin his third consecutive term on Jan. 22, 2015. With another five years, Morales may become the longest-serving president in Bolivia.