India’s Soft Power Strategy: Continuity and Change

This paper analyses the utilisation of soft power by the government of Narendra Modi, the Prime Minister of India, between 2014 and 2024. It discusses some of the ways the government focused on culture, diaspora, digital outreach, and partnerships to strengthen the State's image. In the 21st century, many have been aware of the country’s civilizational traits, which include yoga, spirituality, and harmony among different cultures. But during the reign of Modi, the country’s adoption of soft power became more coherent, strategic, and ambitious, with initiatives such as the International Day of Yoga, outreach activities to the Indian community across the globe, and the joining of many organisations. By projecting an image of its democratic nature and promoting partnerships across all continents through technological means, the government has successfully pushed the narrative that India is at the forefront of other emerging economies. This paper describes how, over the years, Modi’s government has stabilised India’s soft power while addressing the problem of its historical contradictions – the absence of a clear and consistent narrative of outward engagement. It also analyses the country's perspective in the current world, given its difficulties in maintaining its influence, and suggests ways to address India's soft power challenge. The purpose of this analysis is to help understand soft power in emerging economies and, in addition, to explore possibilities for India’s soft power in the years to come.

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