India is making the world sit up and take notice. From global diplomacy to diaspora gatherings, from boardrooms to big stages—we’re being seen, heard, and increasingly respected. Our economic growth has laid a strong foundation, but what will truly shape our long-term global influence is something more subtle, yet far-reaching—soft power. There’s tremendous opportunity here. We have the story, the substance, and the soul. Now, we need to scale it—and do so in a way that reflects modern India: rooted in heritage, yet forward-facing. From the extravagant Ambani festivities to sold-out concerts by Ed Sheeran and Coldplay, India is now the world’s cultural and intellectual magnet. Diplomatically, Prime Minister Narendra Modi has positioned India as a nation that leads, not follows. Technologically, we are no longer just the back office of the world but the architects of cutting-edge innovation. Our food, films, sports, and spirituality are no longer just for us; they belong to the world.
So, is this a passing phase? Or is India in the midst of a historic shift where our influence is shaped not by tanks and missiles, but by the strength of our people, ideas, and heritage?
The New Playbook of Influence
Joseph Nye, the father of the term soft power, described it as the ability to shape global narratives not through coercion, but through attraction. The United States mastered it with Hollywood, Harvard, and Silicon Valley. South Korea did it with K-pop, K-dramas, and Samsung. China poured billions into its Belt and Road Initiative.
And India? India’s influence isn’t built through a government-crafted strategy, it is an organic, people-driven movement. It isn’t forced; it flows. Our ideas, traditions, and innovations are shaping global culture in ways that even the biggest PR budgets could not manufacture.
Cinema: From Masala to Meaningful
Let’s begin with what is arguably our most colourful and expressive ambassador—Bollywood. With its high energy, elaborate song-and-dance routines, and deeply emotional storytelling, Bollywood commands a massive audience across South Asia, the Middle East, Africa, and increasingly in Western countries. But we are still telling stories largely for ourselves. The themes are often insular—based on familiar family tropes or predictable melodramas.
If we want to wield cinema as a true cultural export, we must broaden our canvas. Global storylines, international talent, co-productions with foreign studios, and participation in major global film festivals are crucial steps forward. The recent success of RRR on global streaming platforms proves that there is a huge appetite for Indian cinema—provided we invest in quality, storytelling, and universal appeal.
Let’s also think beyond Bollywood. Regional cinema—be it Malayalam, Tamil, or Marathi—offers some of the finest storytelling today. Supporting subtitled releases, nurturing independent filmmakers, and making space for nuanced, globally relevant narratives can help India claim its rightful place in the global cinematic landscape.
Music: Our Universal Soundtrack
Music transcends language and culture. The Beatles once famously travelled to India seeking spiritual and creative inspiration. Ravi Shankar and Zakir Hussain introduced millions to the magic of Indian classical music. A.R. Rahman’s Oscar wins showed that Indian soundtracks could stir global audiences. And yet, the world has barely scratched the surface of our musical landscape.
From Carnatic and Hindustani traditions to folk, indie, and experimental fusion, India has an extraordinary diversity of sound. What’s missing is the infrastructure to take it global. A Korean wave of K-pop didn’t just happen—it was engineered with government support, private investment, artist training academies, and aggressive digital strategy.
India needs a similar ecosystem for its music. Why not create a National Music Innovation Hub or an “IIT of Music” that mentors young talent, helps them blend traditional and global sounds, and provides them access to the world stage through platforms like Spotify, Apple Music, YouTube, and international collaborations?
Food: Beyond Butter Chicken
Walk into any Indian restaurant abroad and you’ll likely be served a familiar spread: naan, butter chicken, and biryani. Tasty, yes—but hardly representative of our vast culinary landscape. India has arguably one of the most diverse and flavourful food cultures in the world, with regional cuisines that vary every 100 kilometres. Yet, this depth is underrepresented globally. The last decade has seen a new wave of Indian chefs experimenting with molecular gastronomy, regional recipes, and cross-cultural pairings. These culinary innovators need global platforms—Michelin-level recognition, food festivals, and even pop-ups in international cities. Our food must travel in style.
To truly globalise Indian cuisine, we also need to adapt our packaging, portioning, and presentation. Whether it’s in high-end restaurants or fast-casual chains, we must appeal to modern, health-conscious, international consumers. Think dosa wraps, millet bowls, and Ayurvedic beverages—food that tastes like home but fits the pace and palate of today’s world.
Tourism & Wellness: Our Living Heritage
India has been blessed with extraordinary natural beauty, spiritual depth, and historical legacy. But all this potential will remain untapped unless we make tourism frictionless, clean, and welcoming. Cleanliness, safety, and visitor-friendly infrastructure must become non-negotiable. From well-managed toilets at tourist sites to multilingual signage and accessible transport, the basics matter deeply. We’ve made some progress—thanks to initiatives like Swachh Bharat and Incredible India—but we still have a long way to go.
Wellness, meanwhile, is India’s great soft power story in the making. Yoga has already won hearts globally. But Ayurveda remains underleveraged. In an era where people are moving away from synthetic drugs and seeking holistic well-being, India can lead the charge. We must establish globally accredited wellness centres that combine authenticity with scientific rigour, ranging from affordable retreats to luxury resorts.
Imagine a foreign tourist arriving in Kerala for Panchakarma therapy, or heading to Rishikesh not just for yoga but for integrated spiritual and mental wellness experiences. We have the ingredients. Now we need to package them right.
Brands: The Missing Trophy
Ask someone in Europe or the US to name five iconic Indian brands. Most would struggle beyond Tatas or Taj. That’s not for lack of talent or innovation—it’s because we haven’t built the global brand presence we should have. For a nation of entrepreneurs, technologists, and craftsmen, this is an opportunity waiting to be seized. Whether it’s handloom textiles, vegan beauty products, digital apps, or electric vehicles—India needs to tell its brand stories boldly.
To succeed globally, Indian companies must focus on consistent quality, emotionally resonant branding, and global standards. Strategic international partnerships, flagship stores in cultural capitals, and sustainability-focused narratives can all help position our brands not just as products, but as symbols of a new Indian identity.
Grand Spectacles: The New Cultural Diplomacy
Anant Ambani’s wedding was not just a family affair, it was a global event—a reminder that India is the ultimate luxury and cultural destination. The world’s biggest names, business moguls, Hollywood stars, and royalty gathered in Jamnagar, reinforcing the idea that India is where the world comes to celebrate.
On the diplomatic front, the G20 Summit in India was not just about policy—it was a showcase of our ability to lead the world stage with grace, efficiency, and grandeur. India is no longer just attending global summits; we are shaping them.
Digital Diplomacy: The New Frontier
In today’s world, perception is shaped online. YouTube, Instagram, and now even short-form content platforms are our most powerful embassies. The narrative of India being a land of snake charmers or slums is thankfully fading—but the newer, truer India still needs a voice. We must use digital storytelling to showcase our achievements and diversity. Virtual tours of UNESCO heritage sites, mini-documentaries on Indian innovation, explainer videos on Ayurveda and festivals—these are all low-cost, high-impact ways to shift global perception. Let’s also empower young Indian content creators who can tell our stories to the world, in formats that resonate with a digital-first generation.
Sports: More Than Cricket
Cricket is India’s beating heart. But if we want to emerge as a sporting superpower, we need to broaden our portfolio. Chess, badminton, tennis, golf, and even track and field events are areas where Indian athletes are beginning to shine.
We need to invest not just in training facilities, but in storytelling—bringing our athletes into the public imagination, like Virat Kohli or Neeraj Chopra. Hosting international tournaments, building state-of-the-art sports infrastructure, and partnering with global sporting bodies can go a long way in cementing India’s reputation as a sporting nation.
Our vision to host the Olympics in the not too distant future will not only unite the country in pride but also showcase our capability on the global stage.
A Vishwaguru With a Modern Soul
A decade ago, Prime Minister Modi envisioned India as a Vishwaguru—a moral and spiritual guide to the world. But leadership today is less about doctrine and more about influence. And influence, in the 21st century, is earned through trust, creativity, and consistent engagement. India stands at a unique crossroads. We are a civilisation of ancient wisdom and youthful ambition. We are equally at home in Silicon Valley and Sarnath, in music festivals and meditation halls. What we need now is quiet confidence. Not the kind that boasts, but the kind that builds. Not through assertion, but through attraction. Our moment isn’t coming. It’s already here.
The world is listening. Let’s make sure the story we tell is one of progress, inclusivity and enduring influence.
