What is Soft Power?

Soft power is the ability to attract and co-opt, rather than coerce (hard power). Soft power is the ability to shape the preferences of others through appeal and attraction. A defining feature of soft power is that it is non-coercive; the currency of soft power is culture, political values, and foreign policies.

The term Soft Power was first used by the eminent IR scholar Joseph Nye in his book "Bound to Lead: The Changing Nature of American Power.”

The United Kingdom leads the world in soft power diplomacy. It is closely followed by France, Germany, United States, Japan, Canada, Switzerland, Sweden, Netherlands, and Australia in that order.

India's Soft Power

The most important element is India’s long history, culture and civilization. In the 1980s, the famous theatre personality Peter Brook produced the Mahabharata with a universal cast. The impact was spectacular. The great Indian epic became popular in the far corners of the world over night.

India is fortunate to have all the major religions of the world. Four are homegrown: Hinduism, Buddhism, Jainism and Sikhism. Four came from outside: Zoroastrianism, Judaism, Christianity and Islam. This adds to the incentives for the religiously minded foreigners to visit India. The international media coverage of the Khumbmela is testimony to the admiration of other countries for India and how it has kept up its beliefs and traditions over millennia.

India is the most favored destination for Buddhist pilgrims. This is not surprising because most of the places associated with Lord Buddha’s life are in India. Throughout the year, there is a steady stream of visitors from the ASEAN countries, Japan, Sir Lanka and Myanmar to Bodh Gaya and Nalanda. 

Connected to religious aspects of India are Yoga and Meditation, which have become household terms in most countries. The health aspects of these are being researched and propagated by well know physicians and doctors. Government of India did well by making the United Nations declare June 21 as the Global Yoga Day a few years ago.

Bollywood has been projected as a great Soft Power tool for India. 

Indian Cuisine is a major attraction for foreigners. There is universal appeal for its variety and sophistication. There may not be a single big city in the world without at least two or three Indian Restaurants. 

Indian Diaspora namely NRIs and PIOs play a vital role in projecting its Soft Power. Both put together add up to twenty million. They are spread across all continents and have become prosperous, famous and influential over the last two decades. The best example of this was during the negotiations of the Indo-US Nuclear Deal in the early years of the first decade of this century. Many influential Indians in USA did remarkable work in lobbying Congressmen and Senators and bringing them to our point of view.

One way of winning hearts and minds is not to be obsessed with projecting our successes and achievements all the time, but also try to celebrate those of others. 

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