Indian Cultural Body Looks to Flex Soft Power Muscles With Centers Abroad

The India Council for Cultural Relations (ICCR), the Indian government’s cultural arm, which plays a significant role in the promotion of India’s soft power, has established 36 Indian cultural centers in various countries and has signed cultural agreements with 127 countries.

New Delhi (Sputnik) — The cultural centers function under the administrative control of the ICCR and the respective Indian missions abroad. As part of its objective to promote India’s soft power, the ICCR will soon establish new Indian cultural centers in Washington and Paris. With India’s newfound focus on Israel, there are plans also to establish a cultural center in Tel Aviv.

“India promotes its soft power strength through these cultural centers through its variety of activities like facilitating the teaching of Indian dance, music, yoga, Hindi etc, organizing cultural performances, film screening, talks, seminars on themes related to India. These cultural centers also organize Festival of India in different countries,” Minister of State for External Affairs V K Singh said in a written reply in Parliament today.

“India, recently, has increased its emphasis on promoting its soft power by effectively using the variety of its art, culture, and values. In fact, if India is perceived as a superpower, it’s not only through diplomacy but also through its powerful and vibrant culture which India is sharing with the world,” MP Shashi Tharoor told Sputnik.