Observing that geopolitically India has been a key global player, Neeti Prakash says the strategic deployment of India’s soft power has been instrumental in achieving diplomatic objectives. With approximately 20 million active Indian Diasporas globally, India’s soft power influence is poised to grow as it becomes the world’s most populous country by 2024. A look at how India’s canvas has expanded over the last few decades.
India’s soft power and cultural diplomacy have played a pivotal role in elevating its global standing, attracting investments, and fostering international partnerships. Soft power, distinguished by its capacity to allure and persuade without coercion or payment, finds expression in India’s cultural wealth, spanning arts, dances, literature, cuisine, yoga, and traditional medicine.
India’s cultural legacy, an amalgamation of ancient and modern cultures, signifies shared attitudes, values, and practices that subtly permeate economic, social, and diverse activities. The Ministry of Culture oversees India’s cultural agenda, engaging in bilateral agreements with more than 120 countries and orchestrating cultural festivals with over 50 nations.
The strategic deployment of India’s soft power has been instrumental in achieving diplomatic objectives. With approximately 20 million active Indian Diasporas globally, India’s soft power influence is poised to grow as it becomes the world’s most populous country by 2024.
Geopolitically, India’s cultural and civilisational roots, a beacon of global significance, have been harnessed to influence people-to-people relationships. The Indian Council for Cultural Relations (ICCR), established in 1950, underscores India’s commitment to reviving and promoting cultural exchanges. India’s soft power, rooted in its cultural heritage, serves as an inspiration worldwide, fostering enduring relationships, particularly in South East Asia.
India’s soft power diplomacy presents several opportunities for enhancing global influence and partnerships. Over the last few decades and particularly in the last decade, India’s cultural canvas has expanded by leaps and bounds with invigorating initiatives and steps taken by the government to further cultural diplomacy.
Natural leader
The most important aspect of this is the cultural appeal. Rich cultural heritage encompassing arts, dances, literature, cuisine, and language, holds global appeal and can be leveraged for soft power diplomacy. India’s appeal in this regard has been legendary as the country is the cultural and knowledge centre for centuries.
Democratic values are welcomed with open arms in many parts of the world. India’s political values of liberty and democracy serve as significant soft power assets, showcasing its democratic system and sovereign nature as a model for other nations.
With a large and active diaspora spreading across various countries, India can use it as a significant asset for expanding soft power, with the diaspora acting as cultural ambassadors. Today, there are 29 million NRIs and PIOs (including OCIs) residing outside India, as per a Ministry of External Affairs report.
Additionally, the Indians residing overseas make up for the largest diaspora overseas of any other nation in the world. Indians also comprise the highest number of migrants in the world annually with more than 25 lakh Indians migrating overseas every year.
The same soft power has enabled wielding tremendous influence in geopolitics. The foundation of this soft power is India’s deep civilizational roots and infinite cultural heritage.
The public diplomacy domain is equally active and expanding as India has been very active in this arena. And, for this, India has been using both traditional and innovative channels. India can actively utilise soft power tools to further its strategic interests, such as showcasing its cultural and spiritual heritage during diplomatic visits.
A multitude of opportunities are being harnessed to enhance India’s influence globally and nurture mutually beneficial and strong partnerships. Cultural appeal, democratic values, Indian diaspora, geopolitical influence, public diplomacy, and strategic interests are key avenues that India’s diplomatic entities and channels have been using for promoting soft power diplomacy.
Cultural initiatives
Bollywood, yoga, literature, and cultural diplomacy initiatives are unique soft power assets that have significantly contributed towards India’s growing clout and presence in international arena.
The Indian film industry is one of the largest in the world. Of it, Bollywood, which is the Hindi film industry, has a global appeal, breaking language barriers and gaining international recognition through festivals, showcasing India’s culture, traditions, and contemporary issues.
One of India’s biggest contributions to the world is Yoga. Yoga and meditation practices have gained global popularity and are now synonymous with India. With International Yoga Day serving as an example of cultural diplomacy promoting wellness and mindfulness, India’s prowess is undoubtable.
Another important variable that has been catalyzing India’s cultural diplomacy is literature. Both ancient epics and modern works of literature have a rich cultural legacy disseminated globally through translations and literary festivals, promoting India’s soft power and cultural relations.
Festivals, exhibitions, and cultural exchange programs organised by a network of organisations under the Ministry of Culture aim to enhance India’s global image and foster closer cultural contacts with other countries.
Exchanging values
India’s Ministry of Culture plays a significant role in facilitating cultural diplomacy initiatives through various programs and events showcasing the country’s rich cultural heritage and traditions.
The Ministry of Culture negotiates and signs bilateral Cultural Agreements (CA) and Cultural Exchange Programmes (CEP) with several countries to promote cultural exchange and collaboration. Organising cultural festivals of India in countries around the world aims to promote India’s cultural heritage and enhance the country’s global image.
The Ministry of Culture engages in cultural cooperation through various multilateral platforms, including BRICS, SCO, G20, BIMSTEC, SAARC, and ASEAN. Alternatively, workshops and demonstrations are held in various countries showcasing India’s cultural heritage, fostering closer cultural contacts and friendships.
Another important aspect of this exchange is providing grants-in-aid to Indo-Foreign Friendship Cultural Societies to promote and strengthen Indian cultural values in foreign countries. Administering a Global Engagement Scheme involves organising cultural events and promoting Indian culture abroad and had been an effective tool.
Founded in 1950 by Maulana Abul Kalam Azad, the Indian Council for Cultural Relations (ICCR) is an autonomous body under the Ministry of External Affairs. The objectives of this institution are to ‘actively participate in the formulation and implementation of policies and programmes pertaining to India’s external cultural relations; to foster and strengthen cultural relations and mutual understanding between India and other countries and to promote cultural exchange with other countries and people.’
Some of the key initiatives of ICCR include establishing 65 Indian Chairs in various foreign universities and promoting seeds of knowledge. It also hosts several exhibitions, academic visitors programme, maintenance of libraries, digitisation of rare manuscripts, promotion of musical instruments and art forms of India across the world.
Yoga has been India’s biggest contribution to the global community. The ICCR has been very active in promoting and coordinating International Yoga Day (IYD) events across the world. Also, the ICCR has established several awards such as the Jawaharlal Nehru Award for International Understanding and the Gisela Bonn Award that was instituted in 1996 to honour efforts of a person bolstering Indo-German friendship. The World Sanskrit Award, founded in 2015, recognises the works of Sanskrit scholars. Many such awards by the ICCR commemorate contributions of foreign scholars in the field of art, culture and literature.
The Ministry of External Affairs and the Ministry of Culture’s initiatives have played a crucial role in enhancing India’s global image and fostering closer cultural contacts with other nations. India’s cultural exchange has had a profound impact on international relations and continues to bolster its diplomatic stronghold.