ABSTRACT

The landmark electoral victory of the Bharatiya Janata Party (BJP), in 2014, opened a new era for India’s soft power. Contrary to some concerns that the new government under Prime Minister Narendra Modi will revert to a hard power approach, he has, rather, become a main promoter of India’s power of attraction. During the first 12 months in office, he has shown strong leadership, more active diplomacy, and greater use of culture and digital media in foreign policy. Soft power has become, for the first time, an oft-repeated term in the Indian media, and it has drawn more attention from the experts.