Beyond Borders: India’s Hard and Soft Power in the New World Order

Power in international politics is often misunderstood and seen through the lens of military strength, weapons, or economic pressure. Yet in the modern world, power works through two major forms: hard power and soft power. Countries don't just “exist” anymore; they compete for "influence."

India today stands at a unique crossroads where both forms of power are rising simultaneously. It is not merely becoming stronger; it is becoming more visible. The challenge is not only to possess power but also to project it, narrate it, and sustain it in a competitive world order often dominated by Western institutions and narratives.

DEFINING THE POWERS:

Before understanding the trajectory taken by India, it is important to explain these concepts.

Hard Power – This pertains to coercive power or the power to convince other nations to follow one’s will by force or the threat of force. According to traditional thinking, this comprises military might, alliance, the capacity to wage war, and economic tools like sanctions, trade policies, and the withholding of financial support. Nations possessing an intimidating nuclear arsenal, control over vital sea lanes, or the ability to block another nation’s bank accounts have hard power at their disposal. Hard power operates through fear, need, and dependency rather than through respect.

Soft Power – The concept was coined by political scientist Joseph Nye. Soft power is defined as the power of nations to influence other countries through persuasion and attraction rather than through force. The sources of soft power include the nation’s culture, political beliefs, education, diplomacy, innovations, and international standing. Nations that inspire admiration worldwide in the realms of entertainment, music, cuisine, democratic practices, technology, and living standards have soft power at their disposal.

INDIA AS SOFT POWER: THE CULTURAL SUPERPOWER 

In the last decade, India’s soft power has mainly been defined in opposition to hard power considerations. To understand the discourse on this, we must look past the already established stereotypes and understand the current influence.

The most eloquent proponent of India’s soft power, former Union Minister of State for External Affairs Shashi Tharoor, has argued that past classifications of major power status were becoming archaic and that India had now become a great power mainly by the ‘power of' or, in other words, because of its ‘soft power.' Tharoor tries to explain to us that today, not the size of the army or how big the economy is matters, but the country that told the ‘better story’ would qualify as a global power.

Long before "soft power" was a political buzzword, India was exporting it through yoga and Ayurveda. Today, International Yoga Day is celebrated from Times Square to the Eiffel Tower. This isn't just exercise; it’s a philosophical export that frames India as a land of wellness and ancient wisdom. Successful export of cultural products such as Bollywood across the world has helped raise awareness of Indian culture and modified existing stereotypes; other soft power elements, such as the institutional model of a long-lasting democratic and plural political system, have also inspired societies abroad.

India’s democratic identity also contributes to soft power. As the world’s largest democracy, with regular elections and public debate, India symbolizes political participation on a massive scale. For many developing countries, India offers an alternative model: modernity without complete Westernization, growth without abandoning cultural continuity.

The Indian diaspora further multiplies this influence. From technology sectors in the United States to business communities in the United Kingdom, Canada, the United Arab Emirates, and Africa, overseas Indians often function as informal ambassadors of culture, entrepreneurship, and networks. This bridges cultural gaps, making Indian traditions more accessible and relatable to foreign societies.

Taken together, these elements illustrate that India’s soft power is a layered phenomenon: rooted in history and continuously evolving and operated through both state and society.

INDIA AS HARD POWER: THE MATERIAL STRENGTH 

India’s hard power has historically been “defensive," but in the last decade it has been "proactive." In this domain, India has steadily emerged as a major force. 

The country maintains one of the world's largest standing armies. With a nuclear triad (the ability to launch nukes from land, air, and sea) and a rapidly modernizing navy, it acts as a "Net Security Provider" in the Indian Ocean. Surrounded by key sea lanes through which global trade passes, India occupies one of the most valuable strategic positions in the world and contributes to regional stability through naval presence, joint exercises, and humanitarian missions.

Economic power forms the second pillar to India’s hard power; you cannot ignore a market of 1.4 billion people. India is among the world’s largest economies and one of the fastest-growing major markets. Economic size gives diplomatic leverage, trade influence, bargaining power in global institutions, and the ability to attract investment. Nations increasingly court India not merely for ideals but also for markets, technology partnerships, a labor force, and strategic cooperation. India provides the investor with an evolving market, investment opportunities, skilled labor, and technological collaboration. Economic strength blurs the line between hard power and soft power, functioning as both inducement and influence.

Technological capability further strengthens India’s material profile. India’s space program through the Indian Space Research Organization (ISRO) has also become a symbol of technological hard capabilities. Missions such as the Chandrayaan-3 Moon landing demonstrated scientific competence at relatively low cost, enhancing both prestige and strategic confidence. Similarly, digital infrastructure, semiconductor ambitions, cyber capabilities, and defense manufacturing are now part of modern hard power.

Yet hard power is not only tanks and missiles. In the 21st century, supply chains, data control, rare earth access, artificial intelligence, and maritime dominance are equally decisive. This domain is still in the phase of domination rather than influence.

What emerges, therefore, is a picture of transition; India’s hard power is no longer limited to defensive postures or symbolic capability; it is becoming more integrated, outward-looking, and strategically deployed.

COMPARISON TO THE WEST: POWER BEHIND THE WEALTH 

Historically, Western Europe was adept at using both hard and soft power. Their armed forces ruled international politics, while their education systems, press, movies, brands, languages, technological platforms, and institutions determined global ambitions. Military strength ensured control over territories and critical locations, but it was cultural and institutional influence that preserved that supremacy over time. Western powers did not merely rule; they shaped aspirations, norms, and definitions of success.

American dreams were sold to us by Hollywood. Silicon Valley defined the opportunities for growth and development. English was the universal language of business and prestige. Western education systems set standards for knowledge. News organizations provided coverage of world affairs. Social media platforms shaped global public opinion.

India is distinct from the West with regard to the soft power component because it is more ancient and decentralized in nature, rather than being corporate. Yoga wasn’t made by an advertising firm. Culinary influences were passed via migration. Religious influences passed on the search for spirituality. Even Bollywood, despite being a large industry, succeeded due to emotional appeal.

This distinction, however, is not purely an advantage for India; the organic nature limits its scalability and strategic impact. Unlike the West, India has not consistently institutionalized or monetised its global influence, fewer coordinated efforts to standardize, and has weaker integration.

As a result, while India enjoys widespread cultural goodwill and recognition, it has not been able to convert this into sustained geopolitical leverage. The challenge is the absence of its strategic deployment and bridging this gap.

NARRATIVE BUILDING: WHOEVER TELL THE STORY HOLD THE POWER

Power is also narrative power. Nations not only rise through action but also rise through how their actions are understood. For years, most of the world’s narrative apparatus, from media to think-tanks to publishers to Hollywood to academic gatekeepers, was located in Western capitals.

This translated into many nations, including India, being understood largely through their differences: poverty, anarchy, caste conflict, spiritualism, or democracy in tension. Some criticisms were well-founded; the problem was that they were selective.

India, today, aims to rewrite this narrative, to be understood less as a post-colonial subject than as a civilizational country, a tech center, a geopolitical counterbalance, an incubator of innovation, and an advocate for the Global South. Initiatives like the G20 New Delhi Summit 2023 showcased its diplomatic significance.

Why is this important? Perception matters to foreign investment, tourism, student recruitment, alliances, and even domestic populations.

OWNING DIGITAL SHAPE:

In the 21st century, the digital space is perhaps the most important area of soft power. Social media platforms, streaming services, search engines, AI systems, payment networks, and digital identities now shape culture and behavior.

The owner of a platform often controls visibility. Algorithms decide what music trends arise, whose news is shared, which language is favored, and what identities become desirable.One simple tweet from an influential person, no matter their field, holds more power than ever. Digital power has become sovereign and is now a significant business.

India has made notable strides through digital public infrastructure like the Unified Payments Interface, Aadhaar, and widespread fintech adoption. These models attract global interest because they show innovative governance that can scale.

However, global entertainment streaming, social media, cloud services, and AI models are still largely driven by American or Chinese companies. For India to fully exert its soft power, it must not only produce content but also own platforms, standards, data ecosystems, and digital tools that connect with global audiences.

CONCLUSION:

Soft power also requires credibility. A country's soft power would be undermined if there were a large discrepancy between its reality and its rhetoric. For example, social unrest, fear of censorship, inequality, sexual assault, environmental issues, or even organizational stress may detract from its attractiveness. Hard power devoid of economic strength is simply unsustainable.

The biggest problem for India is the ability to translate its strengths into cohesion. India must not base its ascendance on its defense budgets or GDP numbers alone. It cannot do so based on yoga festivals and films either. The future belongs to nations who can balance deterrence with desirability and strength with legitimacy.

By mastering all types of power, India won’t just play a role in the world; it will shape it.