India’s Quest to become a Global Soft Power

Introduction

Soft power is a concept that has recently received a lot of attention in international relations. It was initially introduced by political scientist Joseph Nye in the late 1980s to describe the advantage a country can gain by being attractive to others in areas such as politics, culture, and foreign policy. Nye argued that soft power, which is based on the ability to build positive relationships and promote cultural awareness, is more effective than hard power in achieving foreign policy objectives. In essence, soft power allows countries to gain an edge over others by creating a positive image and forming alliances that benefit their interests.

India, being the largest democracy in the world with a diverse and rich culture, has a unique advantage in becoming a global leader, not only in terms of soft power but also in terms of hard power. With its fast-growing economy and fourth most powerful army, India is positioned to be a global force. India has contributed immensely to the world, ranging from its thriving film industry, Bollywood, to its delicious cuisine, diverse culture, and the gift of yoga. These attributes have bolstered India's soft power on a global scale, further strengthening its position as a potential global leader.

What is meant by "soft power"?

Soft power, as defined by Joseph Nye, is the ability of a country to persuade others to adopt its ideas or policies without resorting to military or economic coercion. In contrast, hard power is the use of military force or economic sanctions to achieve political objectives. Soft power is considered a more effective approach to diplomacy because it emphasises cooperation and coordination between countries, thereby enhancing a country's image and increasing its global influence. This approach outshines hard power, which relies on military and economic strength to exert influence over other nations.

Japan is a notable example of a country that has successfully employed soft power to achieve global influence. Its pop culture industry, including anime, manga, and video games, has gained widespread popularity worldwide, contributing to a positive image of Japan as a creative and innovative nation. This cultural impact has even reached India, where Japanese pop culture, including the K-pop group BTS, has gained a significant following and influence. This highlights the power of soft power, as it has enabled Japan to exert influence over India without resorting to military or economic force.

Yoga is a prime example of how India is becoming a soft power. This ancient practice has its roots in the Indus-Saraswati civilization and is believed to be between 5,000 and 10,000 years old. The Rig Veda, a sacred Hindu text, mentions yoga and its focus on wellness, healthy living, and spirituality. The practice has been widely adopted by Western countries due to its numerous benefits. India's efforts to promote yoga have helped to create a positive image of the country as a centre for wellness and spirituality. Yoga has become a powerful tool for enhancing India's soft power, with over 300 million people practising it worldwide. The Indian government has also emphasised the spiritual aspect of yoga, which has contributed to the idea that India is a hub for enlightenment and spiritual development. The United Nations has recognised yoga's significance, and every year on June 21, it is celebrated as International Yoga Day. India's emphasis on yoga's holistic benefits has contributed to strengthening its soft power in the world.

India's Potential as a Global Soft Power

India has the potential to become a leading economic power by 2047, which marks the country's 100th anniversary. This is due to various advantages that India possesses, particularly its rich ancient heritage. As a result, India has the opportunity to establish itself as a prominent soft power on the global stage. Here are some factors that can contribute to India's rise as a global soft power.

• Yoga and Ayurveda: Yoga and Ayurveda have gained immense popularity in the western world, and India has also joined in marketing them globally through entities like Patanjali. The Indian Ministry of AYUSH has taken proactive steps to promote yoga and ayurveda both within India and abroad. As a result, a niche market for these practices has emerged worldwide.
• Bollywood Industry: The Bollywood industry is one of the most acclaimed film industries in the world, known for its impressive box office collections. The industry produces over 1000 films annually, which is twice the number produced by Hollywood. In recent times, Chinese audiences have shown a keen interest in Indian movies, highlighting the global success of Bollywood. Given its growing popularity worldwide, the Bollywood industry could be considered a soft power asset for India, enabling the promotion of Indian culture, values, music, and dance on a global scale.
• Sports: India's love for sports, especially cricket, is well-known around the world. According to International Cricket Council (ICC) data released in 2020, a staggering 90% of the country's population is interested in sports, making cricket the most popular game. Not only does cricket enjoy immense popularity, but it also has the potential to generate a significant revenue stream. The Board of Control for Cricket in India (BCCI) is the world's largest and wealthiest cricket board, managing the sport's affairs in India. The BCCI-run Indian Premier League (IPL) is the most profitable league in the world, with a valuation of $11 billion as of 2022.

In addition to the aforementioned areas, India possesses numerous other facets that have the potential to establish it as a prominent global soft power. For instance, India's rich heritage in art, ancient civilization, diverse mythologies, pivotal role in the birth and spread of Buddhism, historic universities, and holy sites revered by several religions are all valuable assets that can contribute to its soft power status. However, these aspects alone are not sufficient, and India needs to leverage its strengths effectively to gain prominence on the world stage.

Obstacles to India's Soft Power Status

Despite the fact that India is in a prominent position to become a soft power site in the upcoming years, certain problems still need to be addressed before India can be considered a global soft power site. So here are some aspects in which India needs improvement:

• Economic Inequality: India's position as the fifth largest economy in the world is undoubtedly impressive, yet there remain challenges to address, particularly in the area of economic inequality. According to the World Inequality Report, India still struggles with a significant wealth gap, with the top 10% of the population holding more than 60% of the country's wealth. This highlights the need for continued efforts to tackle economic inequality in India and presents an opportunity for the country to improve its reputation on the global stage.
• Corruption: According to the Global Corruption Index for 2022, India is ranked 85th out of 180 countries, indicating that corruption continues to be a significant challenge in the country. This negative perception of India on the global stage could potentially hinder its aspirations of becoming a global powerhouse.
• Education: Education is a crucial element that plays a vital role in the overall development of a country. Although India has been working towards enhancing its education sector, a significant portion of the population still lacks access to quality education. This inadequacy hinders the country's progress and makes it vulnerable to issues such as unemployment and poverty. As a result, India's global reputation is impacted, affecting its brand value.

The presence of various challenges, such as unemployment and poverty, coupled with the above-mentioned issues, is impeding India's progress towards achieving the status of a soft power. Therefore, it is imperative for the Indian government to adopt the most efficacious measures to tackle these problems to ensure the country's advancement on the global stage.

Conclusion

India has a rich cultural heritage that has the potential to enhance its position as a rising global soft power. However, to achieve its full potential, India needs an integrated approach that combines public diplomacy at the global level with a creative economy at the local level, involving all stakeholders such as artists, entrepreneurs, academics, policymakers, and civil society.

Soft power alone is not enough to ensure national security. A balance of soft and hard power is essential. While India's soft power assets are vast, their effectiveness in delivering desired outcomes is still questionable. To elevate its position further as a rising global soft power, India must capitalise on its soft power assets to become a soft power superpower of the 21st century.

In the mounting multipolar global order, India holds immense opportunities to showcase its rich culture and heritage and enhance its global reputation. By implementing a comprehensive approach that involves all stakeholders, India can position itself as a leading soft power in the world and achieve its national interests.