Cultural and other Value-based Factors
2.3.1. Cultural Interactions
Culture encompasses all the patterns of thought and behaviour exhibited by individuals within a society. It embodies the methods by which the individuals think and behave as members of a society. It comprises values, beliefs, codes of conduct, and other frameworks for social, political, economic and spiritual organizations. These elements are transmitted from one generation to another through formal and informal interactions.
The cultural initiatives of Bharat have significantly contributed to the enhancement of its ultra-soft power and the promotion of cultural exchange and understanding with other countries. Indian cinema, renowned for its rich narrative tradition and widespread appeal, has emerged as a formidable medium for cultural interaction, reaching audiences globally and encouraging cross-cultural dialogue. Indian films have gained traction in various nations, overcoming linguistic and cultural barriers to resonate with a wide array of viewers. By presenting its culture, traditions, and values through film, Bharat has successfully forged connections of friendship and collaboration with individuals from diverse regions. The Sanatan principle of ‘Vasudhaiva Kutumbakam’ (the world is one family) embodies this philosophy, highlighting the interconnectedness of all individuals and the necessity of nurturing mutual understanding and cooperation among nations.
The ultra-soft power of Bharat is characterized by a wide array of cultural elements that reflect the nation's rich heritage, varied traditions, and significant contributions to global civilization. By engaging in numerous cultural, educational, and diplomatic initiatives, India effectively utilizes these ultra-soft power resources to promote cross-cultural understanding, foster goodwill, and strengthen its international presence. The global proliferation of Indian culture and civilization stands as one of the most remarkable outcomes of this interaction (Mir, 2023).
Culture is pivotal to Bharat’s ultra-soft power strategy, with institutions such as the Indian Council for Cultural Relations (ICCR) leading the charge in presenting nation’s cultural diversity and heritage to a global audience. Events like the International Yoga Day illustrate India’s capacity to advocate for wellness, unity, and peace through ancient practices that have universal appeal. Beyond Yoga, India's extensive literary heritage, classical music and dance, culinary arts, traditional textiles and handicrafts, spiritual destinations, and lively festivals further enhance its ultra-soft power portfolio. Works such as the Bhagavad Gita, various classical Indian music and dance forms, Indian culinary traditions, and festivals like Diwali, Holi, Eid, Christmas, Baisakhi, Pongal, etc. exemplify Bharat’s cultural richness and spiritual significance, resonating with audiences around the world. These elements of ultra-soft power, that bolster India’s global influence include:
2.3.1.1. Indian Cuisine: Celebrated globally for its rich flavors, diverse spices, and culinary traditions, Indian cuisine is widely available in major cities worldwide, highlighting its popularity and appeal. Through its culinary offerings, India showcases its cultural diversity, culinary skills, and hospitality, thereby influencing global food trends and practices. The appreciation for Indian recipes is growing among individuals worldwide, indicating that Indian cuisine is poised to achieve increased popularity in the future (Mangalassary, 2016).
2.3.1.2. Classical Music and Dance: The classical music and dance traditions of Bharat, including Bharatanatyam, Kathak, Carnatic music, and Hindustani classical music, have enchanted audiences globally with their sweet rhythms, emotive expressions and spiritual significance. Indian artists, including musicians and dancers, present the elegance and richness of Indian culture through their performances. They additionally safeguard, advance, and disseminate Indian art forms, which embody the essence of Indian culture and heritage (Devi, 2023).
2.3.1.3. Literature and Philosophy: Bharat’s extensive literary tradition, which encompasses ancient texts, epics, poetry, and contemporary works, provides deep insights into the human nature, spirituality, and philosophical thought. Notable texts such as the Bhagavad Gita, the Ramayana, the Mahabharata, along with the literary contributions of Vishnu Sharma, Surdas, Tulsidas, Kabir, Rabindranath Tagore, R.K. Narayan, Munshi Premchand, etc. resonate with a global audience, fostering reflection, dialogue, and cultural interchange. Veda, Upanishads, Samhitas, Indian literature has served as a source of inspiration for individuals worldwide (Sharma, 2023).
2.3.1.4. Textiles and Handicrafts: The long-standing tradition of textile production, embroidery, and handicrafts in Bharat highlights the nation’s artistic talent, craftsmanship, and cultural variety. Indian textiles, including silk, cotton, and wool, along with detailed embroideries such as zari and kantha, are esteemed worldwide for their quality and artistry, reinforcing India’s position as a global center for fashion and design. The realm of textiles and handicrafts not only embodies the cultural identity of the nation but has also served as a vital source of income for millions of artisans (Kshirsagar, 2024).
2.3.1.5. Traditional Festivals and Celebrations: Celebrations such as Rakshabandhan, Krishna Janmashtmi, Ganesh Chaturthi, Durga Puja, Dusshera, Diwali, Pongal, Holi, Hanuman Jayanti, Shivratri, Buddha Purnima, Eid, Christmas, Lohari, Baisakhi, Mahavir Jayanti, etc. are observed with immense enthusiasm throughout India, reflecting the nation’s cultural richness and religious diversity. These festivals unite people, promote social harmony, and create avenues for cultural exchange and tourism at international level. India is a nation rich in festivals, characterized by the harmonious coexistence of individuals from diverse religious backgrounds (Fenn and Joshi, 2021).
2.3.1.6. Spiritual Tourism: The surge in spiritual tourism in the world has highlighted numerous tangible and intangible factors that carry significant social, cultural, economic and ecological implications. Bharat is uniquely positioned as a cradle for all the major world religions. This rich tapestry of faiths serves as a significant draw for spiritually inclined visitors from around the globe. The extensive international media coverage of events such as the Kumbh Mela also underscores the global admiration for Bharat’s enduring commitment to its spiritual beliefs and traditions over the centuries. India stands out as a highly favored destination for what is commonly referred to as spiritual tourism, a conclusion that is supported by the significant number of visitors it attracts (Banerjee, 2015).
2.3.1.7. Yoga and Meditation: Bharat’s ultra-soft power initiatives have significantly contributed to its global standing and the way the country is perceived internationally through the communicative events of yoga and meditation. Throughout the past few decades, the terms meditation and yoga have become widely known and embraced around the world (Pandey and Singh, 2021). The International Yoga Day, initiated by Prime Minister Narendra Modi in 2015 and observed annually on June 21st, has become one of Bharat's most effective ultra-soft power endeavors. This event promotes yoga and meditation as a comprehensive approach to health and wellness, attracting widespread participation worldwide, with millions from various backgrounds uniting to practice yoga and meditation, and adopt its principles of unity, harmony, and inner peace.
2.3.1.8. Ayurveda: Ayurveda represents the organized body of medical knowledge and healing methodologies that originated in the Vedic period. The term Ayurveda is derived from two Sanskrit words: ‘veda’, which means ‘knowledge’ or ‘science’, and ‘ayu’, which signifies ‘life’ or ‘lifespan.’ Consequently, Ayurveda can be understood as the science or knowledge pertaining to life. The Caraka Samhita and the Susruta Samhita, the two most renowned classical Ayurvedic texts, were composed in Sanskrit and are integral to the Ayurvedic tradition of Bharat. Indian Ayurveda, with its holistic approach to health, has significantly contributed to global wellness by emphasizing balance between mind, body, and spirit. Its teachings on natural healing, herbal medicine, and preventive care have gained worldwide recognition. As a form of soft power, Ayurveda fosters cross-cultural exchange, promotes sustainable living, and strengthens global harmony by offering accessible, eco-friendly health solutions that resonate with diverse cultures and traditions across the world. A variety of studies have examined the effectiveness of Ayurvedic treatments for different health conditions, and the incorporation of Ayurvedic principles into modern healthcare could enhance the overall approach to patient care (Verma et al, 2024).
2.3.2. Bilateral Relations
The bilateral relations of Bharat with significant nations are instrumental in defining its foreign policy goals and strategic priorities. The United States, recognized as India’s strategic ally and its largest trading partner, maintains robust economic, defence, and strategic connections with India. The Joint Statement issued during the State Visit of the U.S. President to India in January 2015 underscores the strengthening partnership between the two nations, highlighting collaborative efforts in defence, counter-terrorism, and economic development. In a similar vein, Bharat’s relationship with China, marked by both collaboration and rivalry, has profound implications for regional stability and security. The ongoing border dispute between India and China, along with China's expanding influence in South Asia and the Indian Ocean region, continues to be a significant concern for Indian policymakers. Therefore, a robust centralization of foreign policy is anticipated to facilitate a cohesive and efficient reaction to global issues, especially in the areas of international security (Subramanian and Shairgojri, 2024)
The Sanatan principle of ‘Ahimsa Paramo Dharma’ (Meaning: Non-violence is the highest moral virtue) emphasizes the importance of non-violence as the highest moral duty. It advocates for resolving conflicts through peaceful dialogue and diplomacy, promoting understanding and cooperation rather than aggression. This approach encourages individuals and societies to seek harmonious solutions, fostering a culture of respect and compassion in interpersonal and international relations.
2.3.3. Humanitarian Assistance and Disaster Relief
The bilateral engagements of Bharat extend beyond economic and strategic interests to include humanitarian assistance and disaster relief efforts. Bharat believes that the evolution of human beings represents a journey back to an inherent state of perfection. This state can only be achieved through the cultivation of holiness and love (Vivekananda, 1999). As a responsible global leader, Bharat has provided assistance to countries affected by natural disasters, conflicts, and humanitarian crises. For example, in the aftermath of the 2004 Indian Ocean Tsunami, Bharat played a significant role in providing relief aid and rehabilitation support to affected countries in the region. In 2024, India has sent 30 tons of vital humanitarian assistance to Palestine, comprising medicines, medical supplies, and food items, in response to the escalating conflict in Gaza. It is affirmed by the statement of Randhir Jaiswal that Bharat remains committed to supporting the people of Palestine (Business Standard, 2024). Similarly, Bharat has been actively involved in peacekeeping operations under the United Nations umbrella, deploying troops and humanitarian assistance to conflict-affected areas such as South Sudan, Haiti and other regions of the world.
Throughout the COVID-19 pandemic, India showcased its dedication to global solidarity by providing humanitarian aid, notably through the Maitri Vaccine Initiative. This initiative enabled the distribution of millions of vaccine doses to more than 95 countries, encompassing regions such as South Asia, Africa, and the Caribbean. Bharat’s contributions not only aided in the fight against the pandemic but also strengthened its position as a responsible global leader, promoting international collaboration and goodwill during challenging times. The Sanatan concept of “Sarve Bhavantu Sukhinah, Sarve Santu Niramayah/ Sarve Bhadrani Pashyantu, Maa Kashcid-Duhkhah-Bhag-Bhavet”, which means “May all sentient beings be at peace, may no one suffer from illness, may all see what is auspicious, may no one suffer” (Gaikwad, 2021), reflects this spirit of humanitarian assistance and reliefs, conveying the wish for the well-being and happiness of all beings. That is why, Bharat stands as the most exceptional of all nations globally, serving as a beacon for the propagation of humanism throughout the world (Singh, 2008, p. 180).
3. Conclusion
The ultra-soft power of Bharat is in its nascent stage in modern perspectives, highlighting the necessity for its in-depth analysis for understanding global harmony. Consequently, the present study intends to address dimensions related to the ultra-soft power of Bharat and to illuminate these dimensions in a different way. The study not only focuses on the potential of Bharat’s ultra-soft power; but also explores how this potential is being developed into actionable capabilities and assesses its practical application in external affairs. It is situated within the broader context of Indian strategic thought and is framed within the parameters of Indian policy-making.
The ultra-soft power of Bharat signifies its shifting paradigms of foreign policy and positive desire for global leadership. Through various ultra-soft power initiatives, Bharat showcases its military capabilities, economic influence, and cultural and other value-based initiatives, promoting global harmony. The nation’s strategic partnerships and bilateral relations, bolstered by its military strength, highlight its dedication to tackling security challenges, advancing mutual interests, and influencing regional and global governance structures. Bharat's economic initiatives are designed to foster regional integration, stimulate economic development, and strengthen relationships with various countries of the world. By capitalizing on its military prowess, strategic alliances, economic advantages, cultural heritage and other value-based systems, Bharat adeptly navigates the intricacies of international relations, contributing to global peace, stability, and prosperity.