Jonah Patel
Soft power is a country's ability to shape the preferences and attitudes of others through non-coercive means, such as cultural assets and values. India's soft power is largely driven by its diverse and vibrant culture, including its art, literature, spirituality, yoga, ayurveda, cinema, cuisine, and indigenous sports. The country's pluralistic culture, democratic institutions, and historical principles of non-violence also contribute to its soft power appeal. India has the largest diaspora community in the world, which can be a powerful tool for cultural diplomacy and driving India's soft power globally. However, India faces limitations in utilizing its soft power effectively, including inadequate financing, lack of coordination among institutions, and a need for skilled manpower. Prime Minister Narendra Modi has played a significant role in enhancing India's soft power through his charismatic interactions with world leaders and emphasis on the country's ancient values.
| Characteristics | Values |
|---|---|
| Pluralistic culture | N/A |
| Democratic institutions | N/A |
| Non-violence | N/A |
| Art and literature | N/A |
| Spirituality | Yoga, Ayurveda, Namaste |
| Sports | Kabaddi, Cricket |
| Diaspora | 31 million people |
| Cinema | Bollywood |
| Cuisine | Turmeric latte, jackfruit, samosas |
| Fashion and handicrafts | N/A |
| Literary works | N/A |
| Performing arts | N/A |
| Tourism | Incredible India campaign |
| Addressing global challenges | International Solar Alliance |
| Development initiatives | Humanitarian aid |
| Contributions to UN Peacekeeping forces | N/A |
| Ayurveda | N/A |
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What You'll Learn
Indian cinema, arts, and literature
Indian Cinema:
Indian cinema, particularly Bollywood, has been a prominent cultural export, with a vast international audience. It has helped to popularise Indian culture, values, and traditions globally. Bollywood films showcase a diverse range of cultural elements, including traditional values, family bonds, and social issues, making them relatable to audiences worldwide. The colourful costumes, vibrant music, and dynamic dance styles of Bollywood have influenced global pop culture, setting fashion and music trends internationally. The global appeal of Bollywood has enhanced India's soft power, connecting the country with the world through shared stories and cultural exchange.
However, some scholars argue that there is a need to move beyond Bollywood to fully harness the potential of Indian cinema as a soft power tool. Regional cinema can offer a more nuanced representation of India's diverse culture, and the rise of OTT platforms provides an opportunity to reach new markets with subtitled versions in various languages. Additionally, there are efforts to address "cinematic colonialism" by incentivising the production of films that showcase a more accurate and positive portrayal of India, including its ongoing development and modernisation.
Indian Arts and Literature:
Indian art, literature, and music have gained international recognition and played a crucial role in enhancing the country's soft power. The spread of Hinduism and Buddhism beyond India's borders influenced cultures worldwide, with temples and monasteries becoming centres of learning and cultural exchange. Cultural figures like Rabindranath Tagore and Mahatma Gandhi further symbolised India's resilience and cultural depth.
In recent times, Indian art exhibitions, webinars, and workshops have fostered a sense of community among those interested in Indian culture globally. Yoga and meditation have become significant cultural exports, with International Yoga Day celebrated worldwide. Additionally, the Indian government has taken steps to promote cultural diplomacy, such as establishing the Public Diplomacy Division within the Ministry of External Affairs to utilise soft power assets and showcase Indian culture, nature, and heritage.
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Yoga, Ayurveda, and spirituality
Soft power is a key component of foreign policy in an era of mass communication, global trade, and tourism. It involves sharing a country's intellectual, artistic, and spiritual culture with other nations. Yoga, Ayurveda, and spirituality are integral aspects of India's soft power and cultural diplomacy.
Yoga, which originated in India, has spread across the globe, bringing with it important facets of Indian culture, including Sanskrit mantras, Hindu kirtans, Indian music and dance, pujas and yajnas, and a new orientation towards Vedic sciences. The word "yoga" is derived from Sanskrit, meaning the "union" of body, consciousness, and soul. It has multiple interpretations, ranging from physical fitness to spiritual awakening, with the common goal of striving for peace and tranquility. The United Nations' declaration of International Yoga Day on June 21, with support from over 170 member states, underscores yoga's global recognition as a practice beneficial for physical, mental, and spiritual well-being.
Ayurveda, the ancient Indian medicinal tradition, has emerged as a cutting-edge form of mind-body medicine. It offers a natural and comprehensive system of healthcare rooted in India's Vedic culture. The global Ayurveda market is projected to expand by 2023, showcasing its increasing popularity.
Spirituality is another key element of India's soft power. The Namaste greeting, which gained prominence during the COVID-19 pandemic, exemplifies Indian traditions that promote mental, physical, and spiritual well-being. India's ancient civilization was honored in Greece and Rome on intellectual, spiritual, and economic levels, and its cultural influences extended to Central Asia and the Indo-Pacific region.
To maximize the potential of yoga, Ayurveda, and spirituality as soft power tools, India can open studios abroad to train people in these practices, collaborate with the Indian diaspora to disseminate yoga training, and integrate these elements into tourist circuits. Additionally, the Indian Council of Cultural Relations (ICCR) and the Public Diplomacy Division within the Ministry of External Affairs can play vital roles in promoting these aspects of Indian culture.
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Indian cuisine and gastronomy
Indian cuisine is a significant aspect of the country's soft power, with its gastronomic offerings influencing other cultures across the world. Indian food is known for its vibrant history, diverse flavours, and regional variations. The country's culinary culture is a product of thousands of years of historical and cultural developments, influenced by various religious, cultural, and historical factors.
Indian cuisine is heavily influenced by the country's diverse soil, climate, culture, ethnic groups, and occupations. It is also shaped by religious beliefs, particularly Hinduism and Islam, as well as cultural choices and traditions. Historical events such as invasions, trade relations, and colonialism have introduced new foods and cooking techniques to India. For example, the Columbian discovery of the New World brought new vegetables and fruits, such as potatoes, tomatoes, chillies, peanuts, and guava, which have become staples in many Indian regions. Similarly, the influence of Middle Eastern traders, spiritual leaders, and conquerors from the 7th century onwards introduced new elements to Indian cuisine, including rich gravies with nuts, saffron, and aromatic herbs, as well as various kinds of bread.
The invasion of the Indian subcontinent by the Mughals during the Vedic era had a significant impact on Indian cuisine. This era saw the emergence of Mughlai cuisine, a fusion of Indian and Central Asian culinary traditions. The Mughals introduced sophisticated cooking techniques and contributed important dishes such as biryani, various breads, and kulfi, a popular Indian dessert. The Portuguese and British rule also introduced new foods and cooking methods, including baking and new-world vegetables like maize, tomato, potato, sweet potato, and chilli.
Indian gastronomy has left an indelible mark on global cuisine, particularly in Europe (especially Britain), the Middle East, Southern and East Africa, Southeast Asia, North America, and the Caribbean. The spice trade between India and Europe was a primary catalyst for Europe's Age of Discovery. Indian cuisine continues to shape international relations, with dishes like samosas and turmeric lattes enjoyed worldwide.
Indian cuisine is an essential component of the country's soft power, showcasing its cultural heritage and diversity. By promoting its gastronomic offerings, India can foster mutual respect, shared understanding, and cultural collaborations with other nations, enhancing its diplomatic relations and global influence.
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Sports and tourism
Sports tourism is a growing sector of the global travel industry and is projected to reach $1.8 billion by 2030. The American Express Global Travel Trends report highlights an increasing trend of Indian sports fans, especially F1 fans, planning to visit Singapore, with 29% intending to travel more for sports events and 30% specifically for F1. The company Thomas Cook (India) highlights a 40% surge in demand for global sporting events in 2024, with the cricket World T20, Wimbledon, the Olympics, and F1 races topping the list.
Tourism is another key aspect of India's soft power. India has always been seen as an attractive partner for its pluralistic culture, democratic institutions, and historical principles like non-violence. The Ministry of Tourism’s 'Incredible India' campaign is one of several initiatives launched to push India to the forefront of the international community. The promotion of business and trade, along with the creation of employment opportunities, are key components of Prime Minister Narendra Modi’s diplomacy efforts.
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Diaspora and collaboration
The Indian diaspora, which is the largest in the world, has been underutilised as a soft power tool by the Indian government. People of Indian origin are spread across the world, and have successfully integrated into their host countries, holding eminent positions and contributing significantly to the cultural, economic, and intellectual capabilities of these countries. The Indian diaspora has been a source of remittances for India, with the World Bank reporting that remittances from the Indian overseas community were the highest in the world at $70 billion in 2014.
The current government under Prime Minister Narendra Modi has been actively engaging with the diaspora, with Modi's regular visits abroad turning into highly visible meetings with the diaspora. Modi has sought to forge close ties with emigrant Indians, referring to them as "brand ambassadors" and "contributors to its progress". The BJP government has also actively pursued a diaspora policy, setting up an 'Overseas Friends of BJP' initiative to reach out to overseas Indians.
The Indian diaspora has the potential to be a core component of India's foreign policy initiatives and a vehicle for its soft power. The diaspora can help to foster innovation, cultivate funding and incubation for start-up ventures, and create value and wealth in their host countries and elsewhere. For example, the large Indian community in the UAE was enthused by Modi's visit to Dubai, and the Indian community on the West Coast of the US, particularly in Silicon Valley, is one of the most successful Indian communities, fostering innovation and angel funding for start-up ventures.
The Indian diaspora can also help to promote Indian culture abroad, and thereby, soft power. For instance, yoga has become one of the most prominent Indian cultural exports, practised widely around the world, and the Indian diaspora can help to spread this and other aspects of Indian culture, such as Indian cuisine and Indian sports like Kabaddi, abroad.
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Frequently asked questions
Soft power is the ability to shape the preferences of others through appeal and attraction, using non-coercive means.
India's soft power is largely driven by its culture, including its arts, cinema, spiritual practices, cuisine, and literature. Other examples include yoga, Ayurveda, its diaspora, and tourism.
The Standing Committee on External Affairs has noted four limitations that inhibit India's soft power: inadequate financing, lack of coordination among institutions, a shortage of skilled manpower, and a lack of clarity on the mandate of the Indian Council for Cultural Relations (ICCR).
