Context: Prime Minister Narendra Modi introduced Saptadhara from the Red Fort on August 15, identifying seven streams of national strength to support the goal of Viksit Bharat.
- Soft power is one of these streams and refers to the ability of a country to influence others through attraction, admiration and persuasion rather than coercion.
- The concept was developed by American political scientist Joseph S. Nye Jr.
India’s Existing Soft Power Assets
- India possesses substantial soft-power resources rooted in its civilisational heritage, cultural diversity and knowledge traditions.
- Yoga has become a globally recognised cultural and wellness practice, while Ayurveda contributes to India’s image as a source of traditional health knowledge.
- Spiritual centres and traditions attract people seeking peace and philosophical engagement.
- Festivals, literature, music, dance and cinema provide avenues for cultural exchange across linguistic and geographical boundaries.
- Indian cuisine, handicrafts and handlooms showcase the country’s cultural diversity and traditional skills.
- India’s democratic institutions, scientific achievements, digital public infrastructure, space programme and global diaspora further contribute to its international image.
The Soft-Power Paradox
- India possesses considerable cultural capital but lacks a coherent institutional system to convert cultural assets into global influence, economic value and sustainable livelihoods.
- Cultural recognition does not automatically translate into income for artists, artisans and traditional knowledge-holders.
- Therefore, India’s challenge is not to create new soft power but to organise, connect, commercialise and protect its existing soft-power resources.
District-Level Soft-Power Plans
- Each district could prepare a Soft Power and Creative Economy Plan identifying local artists, artisans, writers and other cultural workers.
- These stakeholders should be connected with training, technology, finance, intellectual-property protection, domestic markets and international opportunities.
- The traditional guru-shishya system can be modernised through institutional support while preserving its authenticity.
- Schools and universities should expose students to India’s cultural diversity and traditional knowledge systems.
Soft Power as an Employment Generator
- The creative economy can generate substantial employment through sectors such as tourism, cinema, music, fashion and education.
- Government support should focus on initial investment, quality standards, market linkages and public procurement, wherever feasible.
- Cultural workers should gradually become capable of generating sustainable incomes rather than remaining dependent primarily on grants.
- A proposed national mission could target the creation of 1 crore jobs across tourism, arts, media and the wider creative economy.
Role of Indian Missions Abroad
- Indian diplomatic missions can help cultural practitioners access international markets, exhibitions, tours, publishing opportunities and collaborations.
- Diplomacy can simultaneously promote Indian culture and Indian creative businesses, thereby linking cultural diplomacy with economic diplomacy.
- Success should be assessed through tangible outcomes such as livelihoods created, international opportunities secured and market access achieved, rather than merely the number of cultural events conducted.
Youth, Technology and Cultural Innovation
- Young Indians should be positioned not merely as consumers of heritage but as creators and innovators.
- Digital platforms and emerging technologies can help young creators take Indian stories, art forms and cultural traditions to global audiences.
- Combining traditional knowledge with technology and contemporary creative industries can make heritage economically viable while keeping it relevant to younger generations.
Saptadhara and India’s Soft-Power Strategy
- Saptadhara can provide a framework for connecting culture, skills, livelihoods, markets and global influence.
- The approach can be understood as a progression: Kala (art) → Kaushal (skill) → Kamai (earning) → Rozgar (employment) → Bazaar (market) → Vishwaprabhav (global influence).
- Such an approach can ensure that communities preserving India’s cultural heritage receive dignified livelihoods, while young people inherit both cultural identity and economic opportunities.
Way Forward
- Develop district-level creative-economy and soft-power strategies.
- Strengthen intellectual-property protection for traditional cultural products and knowledge.
- Improve access to finance, technology, skills and domestic/international markets for cultural workers.
- Integrate cultural diplomacy with trade and economic diplomacy through Indian missions abroad.
- Promote youth-led cultural entrepreneurship using digital technologies.
- Measure soft-power initiatives through employment, income, exports, international collaborations and global reach.
