Soft Power in Action: How India Uses Culture to Shape Global Perception

Kayesha Jain

Intern at IFPD

There’s something remarkable about how India tells its story to the world—not through force, but through feeling. Every time someone rolls out a yoga mat in New York, savors masala chai in London, or hums along to a Bollywood song in Nairobi, they’re connecting with an India that transcends borders. This is soft power in motion—a quiet force shaping global perceptions through culture, creativity, and community.
Over the years, India’s cultural magnetism has evolved. The International Day of Yoga, proposed by Prime Minister Narendra Modi and now celebrated in over 190 countries, is perhaps the most poetic symbol of this influence—a reminder that peace and wellness can be diplomatic tools too. Equally, India’s Ayurveda and holistic health traditions are being woven into the global wellness movement, marking a new phase of “wellness diplomacy.” Ayurveda centers are opening in Europe and the US, reinforcing the image of India as a source of ancient yet timeless wisdom.
Bollywood’s global outreach tells another chapter of this story. From the glamour of the WAVES 2025 Summit in Mumbai, where India celebrated its “orange economy” of creativity, to films that capture human experiences across languages and lands, Indian cinema continues to be an emotional bridge between cultures. This cultural confidence, wrapped in rhythm, color, and storytelling, makes India not just a country to visit—but an experience to feel.
Yet, what truly amplifies India’s soft power is its people. The 35 million-strong diaspora—the engineers, artists, and entrepreneurs—act as cultural ambassadors, weaving their Indian roots into the global fabric. Every Diwali celebration in New Jersey or pongal potluck in Melbourne is a microcosm of India’s living diplomacy—organic, personal, and enduring.
In 2025, as the world searches for balance in a polarized era, India offers a story of harmony: tradition and technology, heritage and innovation. Its soft power isn’t just about cultural exports—it’s about the promise of a civilization that teaches the world how to lead with empathy, hope, and creativity. And perhaps, in that quiet rhythm of yoga breath and tabla beat, the world is listening.

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