Context

• With India's gradual rise in the international system, the issue of influence, perception and cultural diplomacy have gained significant attention amongst policymakers.

More Facets

• Beginning with the liberalisation of the economy, opening to foreign investments and the growth of modern media and communication technologies, soft power moved from being an academic concept to a political buzzword. 
• Moreover, active use of public diplomacy by other rising powers such as China's "charm offensive" also drove India to up its ante further.

Key Elements of India's Soft Power Arsenal

Cultural Exports

• Bollywood & Regional Cinema: Massive global reach, especially in Asia, Africa, the Middle East, and the diaspora. Shapes perceptions of India and builds cultural familiarity.
• Yoga & Ayurveda: Universally recognized symbols of wellness and ancient Indian knowledge. Yoga Day celebrations are a major soft power success.
• Cuisine: Indian food is globally popular, serving as an accessible entry point to Indian culture. 
• Dance, Music & Arts: Classical and folk traditions attract global interest and foster cultural exchange. 
• Spiritual Traditions: Hinduism, Buddhism (as an export), Sikhism, and others attract seekers and promote values of peace and tolerance

Indian Diaspora

• Highly successful professionals (tech, academia, business, politics) in the West enhance India's image and act as informal ambassadors. 
• Remittances and knowledge transfer contribute significantly. 

Development Partnership & Humanitarian Aid

• Provides assistance to neighbours and developing nations (e.g. vaccines during COVID - "Vaccine Maitri"), building goodwill. 

India's Soft Power Diplomacy in Action

• Historical Context: The article traces India's soft power roots to its non-aligned movement during the Cold War, which positioned it as a leader of the Global South. This legacy continues through India's advocacy for developing nations.
• Modern Initiatives: Programs like the Indian Technical and Economic Cooperation (ITEC) and cultural exchanges through the Indian Council for Cultural Relations (ICCR) promote India's influence. For example, ITEC has trained over 200,000 professionals from developing countries. 
• Global Leadership: India's role in forums like BRICS, SCO, and the Quad, as well as its push for reforms in global institutions like the UN Security Council, enhances its soft power by projecting leadership and inclusivity.
• Vaccine Diplomacy: India's supply of affordable vaccines during the COVID-19 pandemic, particularly to African and South Asian nations, earned goodwill and strengthened bilateral ties.

Major Challenges

• Tourism: Potential hampered by poor sanitation, transportation, safety concerns (especially for women), bureaucratic hassles (visas), and inadequate tourist infrastructure despite incredible heritage sites.
• Cultural Institutes: Underfunding and lack of strategic focus for institutions like the ICCR compared to competitors (e.g.,China's Confucius Institutes).
• Limited Global Media Presence: India's international media outreach (e.g.,through platforms like DD India) is weak compared to global giants like BBC or Al Jazeera.
• Inconsistent Branding: Unlike countries like the U.S. or Japan, India lacks a cohesive soft power strategy. 

Way Forward

• Strengthening Cultural Diplomacy: Expanding ICCR's network of cultural centers and promoting Indian languages (e.g., Hindi, Sanskrit) can deepen global engagement. 
• Leveraging the Diaspora Engaging the diaspora more strategically, through events like Pravasi Bharatiya Divas, can amplify India's influence.
• Digital Diplomacy: Investing in digital platforms and social media to promote India's culture and achievements can counter negative narratives and reach younger audiences.
• Educational Exchanges: Expanding scholarships for foreign students and promoting Indian universities as global education hubs can build long-term goodwill.