– By Syeda Shagufta

– Intern IPPCS’21

From extravagant appearances across oceans to monumental social media interactions with world leaders, it is hardly surprising that Prime Minister Narendra Modi’s international diplomacy is quite eye-catching. However, critiques have given mixed reviews about his approach to foreign policy where on one hand the UN General Assembly’s declaration of an International Yoga Day garnered praises, opening up several possibilities of projecting India’s soft power, but on the other hand, it is believed that India still needs a more inclusive and coherent public diplomacy strategy to make sure its soft power has a cascading effect across the globe. 

“Foreign policy is about finding the common meeting points. Where do our interests converge and how much? We have to sit and talk with every country. It’s our ongoing effort” — (PM Narendra Modi in conversation with Times Now)

Historical Significance 

India’s contributions have been recognised globally through the successful use of its pillar of foreign policy, i.e., soft power, which has its roots in the ancient Indian culture. Vasudhaiva Kutumbakam, which not only finds its place in the Indian Constitution, but also was a precursor to the concepts of collective responsibility and shared future, and subsequently was used by many leaders to make their mark in diplomatic conferences, to send the message of collaboration, peace and unity. India’s regional cultural and educational cooperation has expanded its soft power capabilities  leaps and bounds due to the common ethnic, religious, linguistic and cultural heritage with multiple South Asian countries. Therefore, studying India’s reach in terms of cultural diplomacy becomes essential to predict the basis for India’s regional diplomacy given its unique status in a culture-rich region like South-East Asia, where cultural diplomacy seems to be the norm for the formation of policies. 

India’s cultural prowess can be observed through the relentless spread of Yoga, Ayurveda, Sanskrit, Music, Food, Ramayana, Mahabharata, Buddhism, Cricket, Bollywood, etc., throughout the world. Its status as a non-aggressor country which believes in pluralism and diversity is also due to its culture which is deep-rooted in its practices. From Bollywood’s popularity in Pakistan and Afghanistan to the widespread practice of Buddhism in Sri Lanka, China, Myanmar, Thailand, etc., India’s endeavours in the past through non use of threat to life or weapons have given its cultural customs and traditions unequalled powers. 

In the 1990’s, India’s Look East policy was fostered keeping historical cultural relations in mind. However, a more cogent and robust use of the same can be seen in the foundation of more recent initiatives like Project Mausam and Spice Route which can be traced to the ancient traditional trade routes. Today, we see India’s soft power dominance through its initiatives facilitated by its Council for Cultural Relations and other Cultural Centres (named after personalities like Gandhi, Vivekananda, Nehru etc.) for overseas capacity building, training, conservation, development, etc. Through this, India wishes for the international community to recognise South Asia as its sphere of influence, evident through its efforts which are more inclined towards soft power assertion rather than its military capabilities. 

Multiculturalism, pluralism and India

Multiculturalism has attracted many investors and tourists alike to countries like Malaysia, South Korea, Singapore, Japan etc. which portray themselves as truly Asian cosmopolitan countries. However, India has only been able to partly build its brand through multicultural assimilation. Although India is increasingly becoming an integral part of the Asian political dynamics, its truest competitor in terms of cultural diplomacy would be China with its rich cultural heritage and Chinese diaspora. Unlike India, China has more aggressive cultural soft power tools which is evident through footprints of its culture in South-East Asian countries, which is a result of its eagerness to intertwine culture with politics, diplomacy and economics, coupled with its success in doing so, while asserting soft power. 

In terms of pluralism, the concept finds solace, in India, in the writings of Rabindranath Tagore through the promotion of ‘unity of diversity’ allowing India to create dialogues and partnerships through cultural diplomacy, without hampering the co-existence of multiple identities and posing a threat to other soft power maestros. The contemporary ASEAN-India relations through the ‘Act East Policy’, prove to be a great example whereby India harbours the assimilation and integration of foreign cultures while furthering its own cultural interests. The Indian COVID 19 Vaccine diplomacy also brought Vasudhaiva Kutumbakam once again to the forefront, allowing India to assert dominance in the neighbourhood. 

Strengthening and learning from the past 

Having considered the triumphs of the past, it is of great importance for India to achieve its full potential by adopting a more dynamic, cogent and crosscutting approach to fill gaps in its soft power efforts by organising more multistakeholder and multisectoral initiatives like Namaste 2020, under the aegis of the Indian Council for Cultural Relations. While the world is looking at cultural and digital intersections, India’s digitization efforts have to be multidimensional and adaptive. The Indo-Pacific and QUAD alliances also need to be taken into consideration to ensure India is not left behind in utilising digital soft power capabilities, with the endless potential of drawing on the world famous Indian tech professionals and the eagerness of the US, Japan and Australia to curb the dominance of the growing Chinese digital power.  

It would be wise for India to avoid repeatedly committing mistakes of the past, by going beyond exclusive traditional forms of cultural diplomacy. Although it may seem as though India’s chances to tap its unexplored potential may be affected due to the new dynamics emerging out of the Afghan issue, resulting in China’s dominance in South-East Asia, the QUAD alliance can be optimally used by India to address its concerns and re-assessing its strategies, besides creating an environment for digital collaboration with ASEAN. Additionally, one cannot deny the interdependence of internal and external behaviour of a State in determining the effectiveness of soft power tools. All strategies to use culture for soft power assertion will be paralysed if newly emerging narrow and biased elements are free to infect ethos of the age old democratic inclusive culture that India has been nurturing since independence. 

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