Modi’s Soft Power Diplomacy at Play

Came across a viral WhatsApp forward of mega block bluster movie, Pushpa song played on European streets. This trend which was unimaginable a few decades ago is now a reality. Thanks to globalisation, the dissemination of “culture, values and policies” are transgressing boundaries in this interconnected world. In terms of International Relations, the significance of this- triad of culture, values and policies which constitute the soft power is now widely acclaimed. Underscoring the importance of this triad, scholars like Joseph Nye Jr, postulated – “Soft power diplomacy”, and envisioned alternate statecraft that is devoid of the use of military assets. Understandably, the soft power comprised all aspects except military and economic power.

In short, all the intangible resources that can aid in agenda-setting and realise policy goals constitute the soft power assets. India has numerous soft power assets.  Since assuming power, Prime Minister Narendra Modi has been actively using these assets to shape foreign policy objectives. By pro-actively deploying these assets, Modi is increasingly creating awareness about India’s ideological perspectives which is inclusive and legitimate to generate goodwill and respect in the global arena. Unlike the hard power that coerces and intimidates, soft power attempts to persuade countries to do something. Though soft power takes a very long time, it is one of the most effective means of accomplishing desired objectives.

Blessed with an incredible heritage, culture and civilisational strengths, India is endowed with a panoply of assets to promote its national interests. In this conflict-ridden world, amid the burgeoning geopolitical uncertainties, resurgence of revisionist powers, while hard power can exacerbate the existing fissures, persuasive soft power can be highly effective in realising foreign policy goals. Having bequeathed an illustrious national culture, Modi has been parallelly marshalling the hard power and soft power assets as required to enhance its global stature.

Shifting focus to diaspora, multicultural ethos like Buddhism, Sufism, attributes like non-violence, tolerance, diversity, pluralism, diverse languages, traditional wealth such as Ayurveda, Yoga, civilisational connect of Ramayana, Mahabharata, spiritual movements etc, Modi government displayed a vigour to pursue a soft power policy. India shares a common thread of religion, culture, civilisation with its immediate neighbourhood. Since the 1990s a latent tendency to use soft power has been witnessed. But the kind of rigour and conviction to unleash it as a policy has been missing for decades.

India that is Bharat, considered as a land of knowledge, has been a treasure trove. Much of the wisdom coded in our Vedas and Upanishads replete of universal values and encapsulated diversity largely was never channelised to bolster India as a global soft power. Since 2014, the Modi government has been instrumental in popularising the noble concepts scripted in Upanishads “vasudaivakutumbakam” (the world is one family) which is found in the Maha Upanishad and has become one of the popular paradigms to define the ideological positioning of India on global platforms. Similarly, the peace mantra from Brihadaranyaka Upanishad “sarve bhavantu sukinah, sarve santu niramaya” (May all be healthy; May all be free from illness) became the tagline of India’s Vaccine Maitri program and “ekam sat vipra bahuda vadanti” (there one truth the learned call it by many names) from Mundaka Upanishad, has been generously quoted to reiterate India’s celebration of diversity.

Indeed, in the past eight years, Modi has conscientiously accentuated multiple attributes of India. Designation of June 21^st as International Yoga Day is a recognition to India’s knowledge system, emergence of Ayurveda as a viable alternative especially during the pandemic and culminating in the establishment of WHO Global Centre for Traditional Medicine demonstrated Modi government’s focus on cultivation of soft power.

Striking a right balance between the soft power and hard power and shedding the recalcitrance to use cultural diplomacy, Modi began to reshape foreign policy with soft tools. Contrastingly, while China continued to sweep the World with its “charm offensive” by setting up hundreds of Confucius Institutions, having underutilised and under cultivated soft power tools, India failed to get its due at various global forums.

Unabashedly flaunting the religious and cultural identity of India, Modi ensured that the Indian identity finds a place in the larger realm of bilateral relationships as well. The case in point has been PM Modi attending the Ganga Aarti alongside Japan President Shinzo Abe at Banaras and a brief visit to Swaminarayana Akshardham temple in New Delhi with Australian Prime Minister Malcolm Turnbull. Aside the quintessential interactions with the Indian Diaspora, a visit to Hindu Temples have been an integral part of PM Modi’s itinerary.

On his foreign travel to Oman, Sri Lanka, Myanmar, Bangladesh and Nepal, Modi visited famous Hindu temples and prayed at Gurudwara in Tehran; Buddhist Monasteries in Bhutan, Vietnam and Sri Lanka driving home the message of India’s veneration towards all religions- Hinduism, Buddhism, Jainism and Sikhism that originated in the country.

Invoking the shared cultural connect, Modi visited Sri Lanka in May 2017 as the chief guest for International Vesak Day, which marks the birth, enlightenment and demise of Buddha to resuscitate traditional ties. Giving a fillip to cultural ties and connectivity, Modi announced the launch of direct Air India flights between Varanasi and Colombo. Varanasi, (Sarnath) is the place where Buddha first delivered his sermon. Bolstering the cultural connect, Modi also prayed at the golden-roofed famous Kandy temple where the tooth relic of Buddha was preserved. Unveiling a bus service between Janakpuri in Nepal to Ayodhya in India, Modi ambitiously integrated Nepal into the Ramayana Circuit. Additionally, Modi has allocated funds for the development of Pashupati Nath Temple and the construction of dharmshala for pilgrims.

In a marked departure from the reluctance of earlier leadership to honour the legacies integral to India, the Modi government adopted a strategic approach towards soft power resources. In 2015, then EAM Sushma Swaraj delivered a keynote address at the 16^th World Sanskrit Conference held in Bangkok in Sanskrit and underlined the contemporary importance of the ancient language. Thwarting the criticism of Modi’s Hindu leanings, India revitalised ties with Central Asia on the strength of shared Islamic Heritage.

Bolstering the cultural connect, Modi travelled to Lumbini, in Nepal, the birth place of Buddha on the eve of Buddha Jayanti to perform shilanyas of India International Centre for Buddhist Culture and Heritage. UPA government in 2011, expressed interest to develop Lumbini given its cultural and strategic importance. Lumbini is very close to Indian border. With China making fresh inroads into the Himalayan country, India mooted this plan. While India dilly-dallied, China announced $3 billion project to develop Lumbini. Motivated by political interests, China built an airport at Lumbini and announced a rail connecting Tibet to Nepal passing through Lumbini.

 A decade later, PM Modi laid foundation for a Net Zero Emission state of art India’s Buddhist Centre in Nepal joining countries like Thailand, Vietnam, US, China, Myanmar, Japan, South Korea and others. Reinforcing India’s centuries old cultural connect, Modi travelled to Lumbini from Kushinagar in Bihar and landed at a helipad in Lumbini to deliberately avoid touching down at the airport built by China. Kushinagar is the place where Buddha attained nirvana. Along the lines of Ramayana Circuit, Modi government which has launched Buddhist circuit in 2016 with plans to develop prominent sites- Bodh Gaya, Nalanda, Rajgir, Vaishali, Sarnath, Shravasti, Kushinagar, Kaushambi, Sankisa and Kapilavastu¹ is keen on including Lumbini as a prominent stop.

At a time when India-Nepal ties are roiled by territorial disputes and mistrust, before embarking for Nepal, PM Modi said, “Our ties with Nepal are unparalleled. The civilisational and people to people contacts between India and Nepal form the enduring edifice of our close relationship. My visit is intended to celebrate and further deepen these time-honoured linkages that have been fostered through centuries and recorded in our long history of inter-mingling”.

Lighting lamps near Ashoka pillar adjacent to Maya Devi Temple and post foundation laying ceremony performed by leaders of Theravada, Mahayana and Vajrayana traditions, Prime Ministers of both countries unveiled the model of the Indian centre. Addressing a large gathering of monks and dignitaries, Modi said, “From Sarnath, Bodh Gaya, and Kushinagar in India to Lumbini in Nepal, these holy places symbolise our shared heritage and shared values. We have to develop this heritage together and enrich it further. This common heritage, common culture, common faith and common love, this is our greatest asset. The richer this asset is, the more effectively together we can bring the message of Lord Buddha to the world and give direction to the World…the ever-strengthening friendship of India and Nepal and our closeness will serve the benefit of the entire humanity”².

Having said, “Our Ram is also incomplete without Nepal” at Janakpur, Modi assured support to power generation projects in Nepal. Leaders held bilateral talks as a follow up of discussions on April 2^nd to strengthen cooperation in trade, development, energy and connectivity partnerships. Countries signed six MoUs, of which five agreements are on collaborative Buddhist studies and construction of hydropower project Arun-4 by Sutlej Jal Vikas Nigam (SJVN)³. Leaders agreed to establish sister cities’ relationship between Kushinagar and Lumbini.

For all its invaluable soft power assets, India failed to develop influential institutions which could make a dent in global public opinion. Besides, a lackadaisical approach, the absence of persistent efforts has pushed India down the ladder against China, which has built a global brand value. Indian Council for Cultural Relations has been no match to the astounding number of China’s Confucius Institutes that mushroomed across the globe.

But China’s aggressive posturing has irrevocably tattered its projected image of peaceful rise. In the face of rising revisionism and authoritarian regimes, while the importance of hard power is highly rated, Modi is carefully leveraging soft power to enhance India’s global standing. Consistently underscoring the democratic credentials, Modi is trying to reinvigorate India’s identity by harnessing our country’s civilisational values.

Alongside enhancing the hard power, the Modi government is striving to ameliorate India’s global image by employing soft power advantages. Through sustained efforts, Modi has been shaping India’s soft power imagery. More than ever, the political dispensation is confident of building India as a global soft power. The cumulative efforts to project its ancient cultural, religious and civilisational connect attest to the same.

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