Soft Power is the ability of a nation to positively influence, attract, seduce, and persuade peoples of other geographies, cultures, and societies to their ideas, values, and way of life.

This creates a positive perception and image of the country on a global scale.

India’s soft power is unique in the sense that it has flourished not through colonisation, occupation or high-octane marketing. It has found acceptance over the years in a subtle manner.

The sheer magnitude of the elections process in the world’s largest democracy is stunning and the subject of many documentaries. Mahatma Gandhi’s clarion call for a non-violent revolution has been emulated by great leaders like Martin Luther King and Nelson Mandela. It has resonated in the Arab Spring movement and even the recent Hong Kong protests. Also the incredible diversity that is India with its multitude of languages, religions, and sub-cultures continues to stand-out in an increasingly polarised world.

Bollywood is often seen as the flag-bearer of this soft power. Raj Kapoor’s “Laal Topi Russi” in Shree 420 doffed his hat to the Soviet Union and China where his films were enthusiastically embraced. Amitabh Bachhan, Shah Rukh Khan, Aamir Khan have become household names across Arabia, South East Asia, the Gulf, Africa, Eastern Europe, parts of Latin America, Israel , China, and even Germany. Uncle Khan aka Aamir has such a huge following in China that their strongman Xi Jingping made a special mention of him in a meeting with our PM. The Thailava, Rajnikanth holds a cult appeal in Japan since the release of Muthu in 1998. The Japanese even have a name for him-Odori Maharaja or the dancing Maharaja. And the waves created by the Bahubali films are there for all to see.

The emotional connect with many nationalities never ceases to surprise. A Hindi soap “Kyunki Saas Bhi Kabhi…” dubbed in Dari became an obsession in Afghanistan during its most troubled times. SRK’s love affair with white Germans and esp. the womenfolk curiously dates back to the screening of his melodrama “ Kabhi Khushi….” on prime time TV.

The melody and appeal of Indian film songs know no boundaries. You-Tube is full of contests in East Europe, SE Asia and South America with the winners crooning or dancing to Hindi film numbers. Flash mobs in Europe revel in it and the song and dance items have even become a staple at wedding events.

Classical Indian music also holds overseas audiences in thrall. The sitar, santoor, veena, tabla and, flute have all found international expression. From Pt. Ravi Shankar to Ustad Amjad Ali Khan, Pt. Shiv Kumar Sharma to Ustad Zakir Hussain – all have performed to packed houses. Fusion music with top western artists have hit appreciative notes. The baton has passed on to the likes of A R Rahman today.

Dance forms like the Bharatnatyam, Odissi and Kathak are expanding their footprints. The beats of the exuberant Bhangra can be heard across many western countries.

Indian cuisine is being lapped up across the urban centres. Butter chicken, Rogan Josh, Biryani, Dosa, Samosa, and the Chaat servings are in gastronomic demand. The Indian Vegan diet is finding its place on dining tables around the world.

Medical tourism has grown into a huge industry. An appreciative nod to the corporate health care infrastructure and the professional expertise available. Patients from the Gulf, Middle-East, South Asia, Pakistan and Bangladesh come to India for the complex cardiac and transplant procedures not easily available in their lands. From UK to Europe , we get visitors keen for a quick, efficient, cheaper coronary or orthopaedic surgeries. Not for nothing it is said that the UK Health service would close down if India origin doctors exited.

Of special interest to the health-care and wellness fraternity in the developed nations are the age-old medicinal practices of Ayurveda and Siddha and Yunani . These work without side-effects. The formulations are extracts from herbs and spices like neem, turmeric and cinnamom. This data base runs into thousands and India’s fight to protect and patent these herbal remedies is now being acknowledged by the global health care eco-system. Reinforced by IPR wins against biggies like Colgate, Unilever and L’Oreal.

Yoga, a traditional rejuvenation technique , with a global appeal has become synonymous with India. Meditational therapies like Vipaasana are also finding many takers amongst stressed-out homo-sapiens.

Our country also exudes a spiritual mystique. It is the fount of great religions like Buddhism, Sikhism and Jainism. A well organised Buddha circuit around Bodh-Gaya and Sarnath will attract thousands of devotees from Japan, South Korea, Taiwan, Sri-Lanka, Vietnam, Cambodia, SriLanka, and even China.

The ancient faith of Hinduism has its own allure for seekers and believers on a spiritual quest and journey.

ISRO’s Mangalyan and Chandrayan missions have excited the international space community and captured the imagination of millions of Cosmos buffs. All this at a fraction of the cost incurred by NASA. How do these Indian scientists pull it off!

The widespread and successful Indian diaspora has added to the positive narrative. Satya Nadella as the top honcho at Microsoft and Sundar Pichai as CEO of Google have personified this perception. Along with many other marquee names in industry, science, law, academics, entertainment and even politics.

The US and China are the world’s leading economic and military powers. The Indian economy is projected to be in the top 3 within the next 15 years. India is recognised as a major nuclear and military power.

However, it is this expanding soft power which has enhanced the country’s image and aura. It is this creative buzz which is travelling all around the world.