India's Soft Power: Converting Culture into Global Influence at NDTV World Summit 2025

At the NDTV World Summit 2025, Sanjay Jaju, Secretary of Ministry of Information and Broadcasting, delivered a compelling address highlighting how India's soft power influences the global stage.

Speaking from New Delhi, Jaju emphasized that India's soft power is far from merely decorative—it's functional and transforms into dynamic cultural influence, heritage preservation, and humanitarian values.

The Secretary articulated the distinction between hard and soft power in international relations. While hard power may control territory and prevail in conflicts, soft power transcends time and connects with people emotionally. He noted that nations are increasingly evaluated by their ideological contributions, cultural richness, and value systems rather than military might alone.

"When Bharat speaks, the world listens, not out of fear but faith. This is India's soft power," Jaju stated confidently.

He portrayed India as a nation that communicates with the assured dignity of a civilization that has persisted, adapted, and enlightened humanity across millennia. Interestingly, he clarified that India doesn't seek superpower status but rather aims "to be a power centre of stability and spirituality."

Jaju highlighted how India educates the global community about harmonious coexistence and diversity through various cultural expressions including cinema, traditional crafts, and cuisine.

"From Satyajit Ray to SS Rajamouli, Indian cinema has turned culture into conversation. Collaboration is the new currency of culture. Our music blends tradition with technology, our art and craft are a heritage with a heartbeat. Festivals like Diwali and Holi are celebrated across 100 countries as global festivals of light and joy," he elaborated.

The Secretary also addressed India's technological advancements, particularly in Artificial Intelligence. He explained that AI represents a significant economic disruptor, and India's AI mission aims to ensure that machine learning incorporates ethical principles alongside logical capabilities.

"Innovation with integrity and technology with trust is what our soft power offers to the world," Jaju affirmed.

He further pointed to India's practical compassion through initiatives such as 'Vaccine Maitri,' which provided COVID-19 vaccines to numerous countries, and the global adoption of yoga as a universal wellness practice.

Concluding his remarks, Jaju referenced ancient wisdom: "Our sages taught us that the world is one family, our scientists proved that the planet is one ecosystem."