INDIA'S SOFT POWER DIPLOMACY: OPPORTUNITIES & CHALLENGES

NEWS IN FOCUS
 Ministry of external affairs (MEA) has decided to develop a “soft power matrix” to measure the
effectiveness of India’s soft power outreach
 The proposed ‘matrix’ is an attempt to establish the linkages between India’s soft power and tangible
outcomes in the area of diplomacy.

BACKGROUNDER
What is a Soft Power?

 Soft power is the ability of the country to persuade the others to do what it wants without resorting to
force or coercion.
 India has been gifted with a rich past and looks to a promising future. Thus becoming a global soft
power would be highly advantageous. The highly spiritual and deeply cultural history of India signify
colossal potential.

How is it different from Hard Power?

 Hard power means a nation’s ability to use economic incentives or military strength to influence other
actors’ behaviours.
 It includes economic sanctions, trade embargos, physical military intervention and the actual threat of
military or economic force.

NEWS ANALYSIS
Significance of soft power

 India has been leveraging cultural similarities and people-to-people contacts to successfully counter the
growing Chinese influence in Indian Ocean littorals.
 It compensates for the weakness vis-a-vis 'Hard Power' indicators like economic strength and military
infrastructure.
 It also leverages the strengths of non-state actors like business groups, cultural and educational
institutions to influence the course of international relations.
 Soft power has the potential to protect the vital interests of the country sustainably without any major
deviations.
 Use of hard power generally carries with it mass global public disapproval whereas soft power lends
itself more easily to the information era and constitutes a country’s principal asset.
 Radiant soft power will appear attractive to its diaspora, thereby reinforcing important links both for
talent and for wealth.

Limitations of soft power:

 What gets measured gets managed. Soft power (unlike hard power) is not quantifiable. So the dilemma
is in managing it.
 Soft power is a peaceful way achieve cultural hegemony. But in today's world, when various nations are
competing to expand their military presence, relevance of the soft power may be undermined.
 International Experience: China's Confucius Institutes which were set up in partnership with a local
university in in about 140 countries. They train millions of students in Chinese language, culture and
society. But these raised concerns related to academic freedom and political influence. So the
government led initiatives may prove counterproductive.

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  The concept of soft power is dismissed by Neo-realist and neo-rationalist thinkers. Merely banking on
soft power without efficient hard power would be futile. It helps only if the country has built up its
conventional sources of economic and military power.
 In cases, where vital interests of a nation are concerned, soft power is completely inadequate for the
task.
 Soft power needs to be a continuous process as it takes time to build reserves. While it can compensate
for hard power weaknesses, it cannot totally balance it and hence, makes foreign relations uncertain in
the short term.

Instruments of India’s soft power:

Providing Technical Modi's Gifts To Foreign

Political Ideology Foreign policy Culture
Expertise Dignitaries

Election Gold-plated
Spiritualism-
Commitment to Commission replica of Kerala’s
Non-violence Buddhism, Ajmer
Democracy providing its Cheraman Juma
Dargah
assistance Masjid

Gandhism: Nelson Replica of

Parliamentary and Mandela, Aung Khamsa-i Khusrau
Republicn form of Defence Training Non-aggressive San Suu kyi, by 13th century
Govt. Martin Luther King Sufi poet Amir
Jr. Khusrau

Indian cinema:
Art 51 (DPSP):
Success of Dangal Bookends with
Religious Aadhaar type Promotion of
and Secret inscriptions from
tolerance projects international
Superstar in the Bhagavad Gita
peace and security
China.

Popularity of
Space diplomacy: traditional
Welfare State IRNSS, South Asian clothing designed
satellite, GAGAN by Sabyasachi
Mukherjee

Yoga, Ancient
Medicine systems

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Challenges for India:

 Joseph Nye, who coined the term "soft power" declared that 'no propaganda is best propaganda.' This
makes it difficult for nation states to leverage on soft power properly. It means that the moral virtues
should be visible by themselves and not require government-led propaganda.
 Perceived Big brother attitude: Neighbourhood countries are concerned about India’s interference into
their internal matters and micro managing their internal issues.
 Curtailing illegal migrations from neighbouring countries: Due to the policy of non-refoulement (A
fundamental principle of international law which forbids a country receiving asylum seekers from
returning), India is being portrayed in a negative light by the global community.
 Due to growing radicalization and separatist tendencies, India still has some strong laws in place (such
as AFSPA, and Preventive Detention Acts). These often undermine India’s commitment to democracy.
 Allocation of scare resources: There are concerns that China is encircling India with projects such as
Belt and Road Initiative (BRI) and the 21 st century Maritime Silk Road (MSR). At this juncture, should
India focus on soft power? Instead of military modernization, does it make sense to prioritize the
promotion of Indian values in Chile or Bollywood in Uzbekistan?

Way forward:

 India can leverage on its soft power in South East Asia, Central Asian Republics and in Africa. These
regions may have strong strategic convergence with India. However Track II (backchannel) diplomacy
can only complement official diplomacy efforts such as Act East Policy, the Connect Central Asia policy,
and developing strategic aid and trade partnerships in Africa. Soft power can complement the hard
power but cannot replace.
 Incredible India Campaign (conceptualized in 2002) for India’s brand building and to create a
distinctive identity for the country. Ministry of Tourism shall strive to make tourism to realize its full
potential.
 Indian Council for Cultural Relations (ICCR), which was founded in 1950 by Maulana Abul Kalam Azad
to promote cultural exchanges. ICCR, the nodal government agency responsible for India’s soft power
projection, shall be made to play a more proactive role.
 Use of Social Media and IT to not only connect with youth but also build “nation-brand” India.
Organising campaigns for Make in India, holding trade fairs abroad and organizing events such as
Raisina Dialogue has also added to presence of India as soft power across world.
 Project Mausam and Spice Route projects to revive India’s traditional connections with the Eastern
Africa and to the South East Asia and the opening the Silk Road, the ancient trade route that spanned
across Asian continent and parts of Europe respectively.
 India’s vibrant diaspora could become vehicle of India’s soft power. Giving more thrust to Pravasi
Bharatiya Divas (conducted by MEA) and Public Diplomacy Division (set up in 2006 under MEA) can
be the key to reach out to Indian Diaspora.

References

[1] http://www.mea.gov.in/lok-sabha.htm?dtl/28714/QUESTION+NO1717+SOFT+POWER+MATRIX
[2] https://www.livemint.com/Opinion/JU8gsI713CuUuvMgD8GUrM/Indias-soft-power-push-just-
following-a-fad.html
[3] https://indianexpress.com/article/india/modi-diplomacy-strategic-partnership-soft-power-hard-state-
india-5063098/

Mains Question

1. What do you understand by soft power matrix? Evaluate its opportunities and challenges in Indian
diplomacy.