Unrealised potential: India's 'soft power' ambition in Asia

• John Lee
• Centre for Independent Studies

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01 July 2010Leading up to its independence in 1947, British Prime Minister Winston Churchill dismissed India as ‘a geographical expression’ that was ‘no more a single country than the Equator.’ If worldwide expectations of India at the time of its independence were low, the country did little to improve its international reputation over the next four decades, as New Delhi pursued policies that hindered  its economic development and left it isolated from, and dismissed by, much of Asia and the West.

Since 1991, India has made a concerted effort to reform its economy and re-emerge as one of the truly great powers in Asia—and with significant success. Although building its ‘hard power’ capabilities (i.e. economic and military) remains the top priority, New Delhi has been putting increased emphasis on developing its ‘soft power’ credentials by using the attractiveness of Indian culture, values and policies to help achieve its foreign policy objectives in the region.

This paper examines the concept of ‘soft power’ as it applies to India. It makes the argument that India’s enormous ‘soft power’ potential in Asia is based not on the growing popularity of Bollywood movies and Indian cuisine but on the fact that a rising India (unlike China) complements rather than challenges the preferred strategic, cultural and normative regional order.

However, the paper also argues that in many respects, India’s existing ‘soft power’ is weak and continues to fall short of its potential for two main reasons. First, New Delhi has long neglected ‘soft power’ as a tool of statecraft and is only beginning to understand the value of ‘cultural diplomacy.’ Second, and more important, it is doubtful that ‘soft power’ in any meaningful (i.e. instrumental) sense can exist without formidable ‘hard power’ resources. Subsequently, India’s ‘soft power’ credentials are undermined by lingering doubts as to whether the country can continue to rise by developing its ‘hard power’ credentials and capabilities.

Nevertheless, the recent emphasis on building its ‘soft power’ capabilities wisely plays to India’s strengths. If the country succeeds in winning over its sceptics, India will be well placed to be one of the principal leaders in, and shaper of, the Asian Century.