By Kajal Kumari
Published on November 14, 2024
Cultural diplomacy has become a pivotal aspect of international relations, emphasizing the exchange of art, ideas, language, and various other cultural attributes between nations. This approach recognized as a form of soft power, is employed to strengthen relationships and promote national interests while fostering economic and political objectives.
India’s cultural diplomacy draws strength from its ancient civilization and heritage. The principle of “Vasudev Kutumbakam” meaning “the world is one family” encapsulates India’s commitment to fostering global peace and development. This philosophy gained prominence during India’s G20 Presidency in 2023, serving as a foundation for UNESCO’s dialogue between cultures, religions and civilizations. Prime Minister Narendra Modi has strategically shaped India’s diplomacy by emphasizing five pillars of soft power: Samman (dignity), Samvaad (dialogue), Samriddhi (shared prosperity), Suraksha (regional and global security), and Sanskriti evam Sabhayata (cultural and civilizational links).
India’s contributions to cultural diplomacy aims to avert conflicts and foster peace. The Indian Council for Cultural Relations (ICCR), founded in 1950 has been a primary arm of India’s cultural diplomacy. It has played a crucial role in promoting cultural diplomacy by rejuvenating India’s cultural relations globally, with a network of cultural centres worldwide and facilitated cultural exchanges that enhance global understanding and peace. These centres host numerous events showcasing Indian culture while also providing educational opportunities through scholarships for foreign students studying in India to foster goodwill and international understanding. Programmes such as Exit Engagement Evening are designed to prepare foreign students to share their experiences about India upon returning to their home countries. ICCR has chosen the Khadi Commission, the Indian Tourism Development Corporation and the Department of AYUSH to hold these evenings with the students. In April 2022, the ICCR launched the India Alumni Portal as a platform to connect with foreign students around the world who have studied in India. According to the All-India Survey on Higher Education (AISHE) for the 2021-22 academic year, there were 46,878 foreign students in India. Out of this, 74.8% were enrolled in undergraduate courses, followed by 15.8% in postgraduate courses. The largest number of foreign students came from Nepal followed by Afghanistan, Bangladesh, UAE and the US.
Since its struggle for independence, India has effectively demonstrated principles like non-violence and inclusiveness, alongside elements such as spiritualism and yoga. India is renowned for its spiritual practices with yoga being a significant global phenomenon. Bollywood also serves as a powerful tool for India’s soft power, creating a vast international audience consuming India’s popular culture. Indian classical dance forms and music act as a cultural ambassador for India on the global stage, and its culinary diversity, are integral strengths that attract global interest.
India as the largest democracy in the world, its political value of liberty and its soft power have earned credibility in the international arena. India is actively using its soft power tools to push its strategic interests forward. For instance, during his two-nation visit to Brunei and Singapore in September 2024, PM Modi received a warm welcome from the Indian community, with traditional Maharashtrian dance ‘Lavani’ and dhol, a traditional Indian drum. Moreover, PM Modi announced the establishment of India’s first Thiruvalluvar Cultural Centre in Singapore, aiming to promote Indian culture and heritage in Singapore. Moreover, the “Modi & US” event during PM Modi’s recent visit to the United States was a vibrant reflection of Indian culture, showing rich diversity and artistic heritage. Artists from various regions of India performed classical dances such Kathak and Yakshagana. The Jalloh Dhol-Tasha group entertained the crowd with energetic rhythms, while other groups showcased Mallakhamb, an acrobatic sport originating from Maharashtra. There was also a programme titled “Echoes of India: A Journey of Art and Tradition”. Furthermore, Saudi Arabia hosted a fortnight-long celebration of Indian culture as part of the Riyadh Season, 2024 showing India’s diversity through musical performances and culinary events. This initiative aims to strengthen tourism ties and reflects the growing Indian expatriate community in Saudi Arabia, which numbers around 2.4 million. The recent Visit of PM Modi to Kazan, Russia for the 16th BRICS Summit, included several cultural engagements that highlighted both Indian and Tatar traditions. He was greeted with a traditional dance and song performed by the Indian diaspora, including performances of dhol and bhajans, as well as garba by Russian artists in Indian attire.
All these factors show that, India’s large diasporic community across the world and people of Indian origin dispersed across the world, carrying unique cultural heritage and diversity offer immense potential for cultural diplomacy. On December 12, 2022, a Standing Committee of the Ministry of External Affairs released a report titled “India’s Soft Power and Cultural Diplomacy: Prospects and Limitations.” This report highlighted several limitations that India faces in its cultural diplomacy efforts, which are crucial for enhancing its global influence. The report emphasizes that insufficient financial resources hinder the effective implementation of cultural diplomacy initiatives. Increased funding is essential to support various cultural programmes and outreach activities. There is a notable absence of coordination among different governmental and non-governmental organizations involved in cultural diplomacy. This disorganization can lead to overlapping efforts and inefficiencies.
This report also pointed out a significant gap in skilled professionals who can effectively manage and promote cultural diplomacy initiatives. There is lack of clarity on the mandate of ICCR regarding the rules and the responsibilities. The Committee strongly recommended that the central government allocate Rs. 500 crores to the ICCR to support its activities in promoting India’s cultural diplomacy, establish a Coordination Mechanism to create a dedicated body to ensure collaboration between the Ministry of External Affairs (MEA), ICCR and other ministries that can help streamline efforts on promoting Indian Culture. Enhancing tourism initiatives by increasing tourism offices abroad can help showcase India's rich cultural heritage to international visitors. In conclusion, India’s cultural diplomacy continues to strengthen its international presence and deepen relationships worldwide. By addressing financial and organizational challenges, India can maximize its soft power potential. Leveraging cultural heritage and educational exchanges, India can promote a vision of global unity, mutual respect, and shared prosperity, aligning with its philosophy of "Sarvajana Hitaay, Sarvajana Sukhaay" (for the welfare and happiness of all).
*The Author is a Research Intern at the Kalinga Institute of Indo-Pacific Studies (KIIPS). She also completed her Masters in Defence and Strategic Studies from the Central University of Gujarat.
Disclaimer: The Views in the Article are of the Author
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