27. Tradition, Tourism and Influence: India’s Soft Power in a Paradoxical Context

Oishee Bhattacharjee
M.A. Student, Dept. of Political Science
Presidency University, Kolkata, India
Email: oisheebhattoct3@gmail.com

Abstract: This paper attempts to explore a postcolonial analysis of India’s soft power through its age old cultural traditions of yoga, Ayurveda, and tourism. India’s global recognition depends on a delicate balance between leveraging its rich cultural assets and managing domestic contradictions. Internally, the country faces challenges such as sectarian tensions, narrow conceptions of identity, and social polarization, which coexist with its ambitious cultural projection abroad.
These contradictions the tension between a globally celebrated image and domestic social strife pose critical questions about the credibility and perception of India’s soft power. While international audiences admire India’s cultural exports, internal conflicts may undermine the projected narrative of harmony and inclusivity, influencing how India is socially constructed on the global stage.
Despite these challenges, India’s soft power continues to thrive, suggesting that projecting a nuanced and multifaceted image may itself be a form of strength. The coexistence of internal contradictions alongside celebrated traditions demonstrates the resilience and adaptability of India’s cultural diplomacy, offering a model for how nations can navigate complexity while maintaining international appeal.

Keywords: India, soft power, Yoga, Tourism, Ayurveda