INDIA’S CULTURAL DIPLOMACY IN THE MODI ERA: SOFT POWER AS A STRATEGIC TOOL IN GLOBAL GOVERNANCE

Abstract

India’s cultural diplomacy has emerged as a pivotal instrument of soft power in the Modi era, reshaping its global identity and influence in international relations. Rooted in civilizational heritage and contemporary innovation, India’s projection of culture—through yoga, Ayurveda, Bollywood, cuisine, and diaspora engagement—has been strategically aligned with foreign policy objectives. The Modi government has amplified these assets by institutionalizing initiatives such as the International Day of Yoga, expanding cultural centers abroad, and leveraging digital platforms to enhance India’s global narrative. This paper examines how cultural diplomacy functions not merely as symbolic outreach but as a strategic tool in global governance, enabling India to strengthen partnerships, counterbalance rival powers, and assert leadership in multilateral forums such as the G20, BRICS, and the United Nations. By analyzing case studies of India’s cultural initiatives and their reception in diverse regions, the study highlights both opportunities and challenges in sustaining soft power as a complement to hard power. Ultimately, the research underscores that India’s cultural diplomacy in the Modi era represents a deliberate recalibration of soft power, positioning the country as a normative actor in shaping global governance discourses.