Leveraging India’s Heritage for Geo-Political Soft Power Diplomacy: Finding Resonance in the Dynamic Global Order
“Culture has become one of the last elements of our identity. We have to act in favour of cultural diversity abroad as well as at home. We need strong cultural diplomacy and but we have to create it.” - Frederic Martel
Cultural Diplomacy in India: A Historical Perspective
India, a land of various and myriad cultures, traditions, beliefs, faith-systems, religions, civilisations; has always been the harbinger and refuge of all that is eternal and transcendental. For centuries now, India through her various rulers and kingdoms, and governance systems has been upholding the banners of righteousness, rule of law, equity and equality, justice delivery, as well as nomocracy; through all means possible. A major part of the aforementioned structure of Indian reach out and operating apparatus can be attributed to the strong ethical and moral values that civilisations inheriting the Indian mainland have upheld close to their heart and dignity. Further, a major component of this values system has always been culture in India. Culture, as Maine and other Hindu law philosophers have pointed out, is different from religion and alters certain characteristics of itself form time to time; in order to avoid decay of values as well as deadwood, if any, had crept. Culture is basically defined as the backbone of a progressive society whereby values become traditionally rooted, but also sufficiently suited to cater to more dynamic needs.
A religion like Hinduism[i], which has no starting point, but is etched deep into the philosophy of eternalism and transcendentalism, have been carried out by philosophers and kings alike, to neighbouring kingdoms- such as, Thailand, Cambodia, Philippines, Indonesia, etc. Even though later on, many more religious and traditional beliefs started developing, still Hinduism, which was carried on centuries ago to these lands, still stands tall as an example of India’s soft power diplomacy in those times, as well. A furtherance in this exercise was the marriage alliances, forged between kingdoms of different beliefs, further concretising the inter-mingling of various beliefs and religions, into a new system of operational adaptability. Ashoka, the greatest emperor of Mauryan Empire, was the one who is behind the propagation of Buddhism[ii] to majority of the South-East Asian nations such as Thailand, China, Myanmar, Laos, Cambodia, etc.
This must be noted as the precursor to the present-day realisation of power that India’s culture and tradition holds for diplomatic re-balancing of the global world order, which is dynamic at its most, today. Credit is due to philosophers expert in statecraft, diplomatic expertise, traditional re-balancing of alliances, et al. A prominent name that rings true in this regard is of- Chanakya Pandit[iii], the thinker and strategist who went beyond the obvious and captured minds and brains of rulers to rule as humans, but act as diplomats, winning all battles, whether on the battlefield or in the mind. His Arthshastra, is still the topic of study of innumerable global scholars, and thinkers even today. ‘The Indian Way’ and ‘Why Bharat Matters’, by the present External Affairs Minister of India, Dr. S. Jaishankar, but are a proof of the fact that the Indian soil holds some special significance in breeding of sensible, intellectual, wise, strategic and diplomatically sound individuals, capable of playing mind games in a global world order, that demands round the clock surveillance, and awareness. This understanding forms a pre-cursor to comprehensively analyse how today, India can leverage her cultural heritage to find her resonance in the dynamic global order of the day. India has immense potential, undoubtedly, but to exploit it positively is a strategy worth forming to protect national interest, even today.
The Indian Diplomatic Prowess: Harnessing Culture and Soft Power Today
The recent celebration of 1000 years of the glorious maritime expedition of Rajendra Chola I of the great Indian Chola Empire, by the Ministry of Culture via the Adi Thiruvathirai Festival at Gangaikonda Cholapuram[iv], marked the importance of cultural and strategic outreach of the Indian kings, centuries ago, in a bid to expand their empire, but also in a way to propagate their faith with utmost caution and devotion. The maritime expedition by the Chola Empire marked the onset of Hinduism (particularly Shaivism and Vaishnavism) in the lands of Khmer and Siam Empires[v], to never to leave the shores of strategic partners of the then Chola Empire ever. Interestingly, the point of contention in the ongoing tussle between the countries of Thailand and Cambodia, is none other than but a Hindu Temple of Angkor Wat, which was inspired to be built by empires of those nations, via the propagation of the Chola Empire. India has already grown in the fields of extending partnerships to neighbouring nations of the South-East Asian global sphere by leveraging her unique contributions in their personal, religious and traditional practices, which are characterised by day-to-day adaptability of these cultural values.
India has on the other hand, been successful in making yoga a global phenomenon, by engaging everyone including global citizens, country heads, and others to celebrate 21st June as the International Yoga Day[vi], a testament to the fact that India has not only contributed to the culture of the world, but also to the spiritual health practices of the world order. Today, International Yoga Day is not only celebrated in India, but has also found resonance in the world, by aiding and facilitating healthy lifestyles, with much ease. India has always been a land of saints, rishis, mystics, gurus and shishyas, who have recaliberated the Indian way of life and attracted people from all around the world to celebrate universal humanism, promoting thus, global constitutionalism.
Even today, if someone visits the Holy Ganges river, foreigners can be seen thronging the pious ghats and learning about the living Indian philosophy of love and kindness. Similar are the scenes in Vrindavan, whereby the Hare Krishna Movement by A.C. Bhaktivedanta Srila Prabhupada, resulted in propagating the universal message of Srimad Bhagavad Gita and Srimad Bhagavatam, purposely uniting the whole of humanity (across continents) to live in harmony with the Divine and the natural resources. The spiritual sojourn of the Beatles, is still not forgotten in India and is revered for bringing the Indian culture to the world stage. The Indian culture and spiritual philosophical practices are like the crystal clear droplets on the newly blooming lotus flower, emerging as enlightenment and divine protection in the dancing moonlight of the Sharad ritu (Hindu Panchang: season that follows the Varsha ritu; typically of September-October); unknowingly glowing and growing while giving an edge to the nation in the global order. There are innumerable more examples that can be quoted to make one understand the power of Indian soft-power diplomacy. India has quintessentially, by and far, reached the pinnacle of success in leveraging the soft power diplomacy.
The UNESCO has also recognised a number of living heritage of India, which includes- the Kumbh Mela of India, the Durga Puja of Kolkata, the Garbha dance form of Gujarat, Yoga as a spiritual practice, the Sankirtana of Manipur, recognising the cultural importance of traditional brass and copper craft of Thateras of Jandiala Guru in Punjab, and the cultural-educational importance of Visva Bharathi University, Shantiniketan. These recognition with numerous other GI (Geographical Indication) recognitions, monument recognitions, world heritage site recognition, wetland recognitions, textile recognitions, et al, have all staged India on a global stage- renowned for her public diplomacy in the cultural domain. In terms of these powers and cultural relevance of the Indian traditional history, India has been quite successful in uniting traditions across the border as well. Relevant examples of the same include- the opening up of the Kartarpur Sahib Corridor with Pakistan (a perpetually hostile and unstable State bordering North-Western india), the progressive Hajj Policy for the Muslims (concretising and strengthening the bond that India shares with Gulf nations, especially Saudi Arabia), protecting the Afghan Hindus and Sikhs as well as Birs of the sacred Guru Granth Sahib Ji in times of turmoil in the Afghan territory, return of the sacred Piprawaha Relics of Lord Buddha through ministerial and corporate commitment, and the Buddhism as well as Hinduism Circuit[vii] built-up by the Ministry of Culture.
These pertinent examples showcase the value of Indian traditions and legacies of the saints that are still revered and position India as one of the most culturally advanced nation, a step ahead, an edge ahead of all other nations. India’s mainstream film industry has immense appeal in Russian, Central-Asian and Pacific island nations, apart from South Asian nations and help India achieve a tangible leverage, whether in terms of economic benefits, strategic outcomes and diplomatic successes, as and when they are deployed. Special relations with countries like Nepal, Cambodia, Thailand, etc[viii]. are built upon these lines only. This has further aided in recognising India as a global powerhouse with not just political stability as one of the plus point, but also vibrant democracy, growing economy, strategic diplomacy, social cohesiveness, legal awareness, and cultural diplomacy being the other positive pointers.
Parting Note: Treading the Indian Way
India is undoubtedly one of the most vibrant democracies of the world, upholding the principles of unity in diversity, and furthering the cause of cohesiveness within communities of different faiths and languages, residing all over India. India has always been a firm believer of Vasudhaiva Kutumbhakam and has regarded whole of the global sphere, animate or inanimate, human species or others as one big family, with no discrimination, whatsoever, meted out to anyone, at any cost. India’s soft power diplomacy comes in handy in times of global uncertainty, shifting global alliances, international sneezes and coughs of tariff and trade wars, etc. India can further leverage her soft power by emerging as one of the most resilient and reliable global partner. Today, when tariff by the US has wrecked a havoc on the Indian industry, it is pertinent that India focuses on her local artisans, handicraft artisans, community knowledge systems and builds an internal system of Aatamnirbharta and self reliance. This will not only enable India to present a united front in face of challenges, but also leverage her soft power diplomacy in the best way possible, ahead. Jai Hind.
Footnotes:
[i] Krishna Dwaipayana Vyasa, The Srimad Bhagavad Gita.
[ii] D.C. Ahir, Ashoka, The Great, (1995).
[iii] Chanakaya Pandit/ Kautilya, Arthshastra.
[iv] “Celebrating the Glorious Legacy of Rajendra Chola I Aadi Thiruvathriai Festival”, Press Information Bureau, July 23, 2025, https://www.pib.gov.in/PressReleasePage.aspx?PRID=2147220.
[v] Siddharth N. Vijayraghavan, The Empire of Cholas (2024).
[vi] “International Yoga Day”, United Nations, June 21, 2025, https://www.un.org/en/observances/yoga-day.
[vii] “Buddhist Sites in India”, Ministry of Tourism, October 19, 2021, https://tourism.gov.in/sites/default/files/2021-10/Buddhist%20Tourism%20Circuit%20in%20India_ani_English_Low%20res.pdf
[viii] Hinduism in South East Asian Region, Britannica, August 14, 2025, https://www.britannica.com/topic/Hinduism/The-spread-of-Hinduism-in-Southeast-Asia-and-the-Pacific.
Picture Credits: FreePik
(The views expressed are those of the author and do not represent the views of CESCUBE.
