In the current era of global realignment, the strategic importance of India’s soft power is becoming increasingly apparent. As the Indian Armed Forces execute Operation Sindoor, providing humanitarian relief with precision and dignity, it is clear that India’s soft power must move in lockstep. It is no longer just a goodwill exercise but a strategic extension of military operations, shaping the global perception of India as a generous power, but not a naive one.
This pivotal moment demands a shift: India must define the new normal, where economic generosity, cultural exports, and market access are earned, not assumed.
The Misuse of Indian Generosity
Recent events lay bare the hypocrisy of global diplomacy. India was among the first to assist Turkey during its devastating earthquake. Yet, Ankara reiterated its alignment with Pakistan almost immediately after. Bangladesh, Malaysia, and China have made similar choices, publicly or diplomatically reinforcing ties with nations that challenge Indian sovereignty.
Such duplicity must end.
India’s soft power cannot subsidize nations that embolden its enemies. The MEA must recognize this critical juncture. Like a military operation evolves post-clearance, India’s diplomatic strategy must evolve post-relief: from relief to realignment.
Economic Retaliation: Ground Handling, Aviation, and Trade
Celebi, a Turkish company that previously handled ground operations at nine of India’s airports and controlled approximately 70% of the operations at Mumbai airport, has had its license canceled by the government of India due to national security concerns. The Civil Aviation Minister, Shri Ram Mohan Naidu, stated emphatically, “National Interest and Public Safety are Paramount and Non-Negotiable.” The government has also raised concerns about Turkish involvement in critical infrastructure projects like tunneling work, prompting a broader review of such engagements.
Efforts are already underway to ensure continuity and stability. Arrangements have been made at all affected airports to guarantee seamless passenger and cargo handling, and the government is working to retain employees previously associated with Celebi, ensuring their continued contribution to aviation services.
In addition, India has terminated its association with DragonPass, a Chinese firm that provided airport lounge access, particularly at Adani-managed airports. A spokesperson from Adani Airport Holdings confirmed the termination and clarified that this will not affect the lounge or travel experience for other customers. This move signals India’s determination to safeguard national interests from economic dependency on adversarial powers.
These decisions are not isolated actions but calculated moves in a more extensive realignment of economic engagement policies. They send a clear message: economic privileges in India are contingent upon political alignment with Indian interests. Several international stakeholders have responded to these developments.
The Turkish Ministry of Foreign Affairs expressed ‘regret’ over the cancellation of Celebi’s license, calling for ‘mutual economic respect’ in bilateral ties. Through Global Times, Chinese state media criticized the DragonPass agreement’s termination as ‘economic nationalism under the guise of security.’ Conversely, the move garnered quiet support among members of the Quad, with officials in Japan and Australia reportedly noting India’s increasing ‘assertiveness in defending strategic autonomy.’ Western business councils in India have also welcomed the clarity, noting that such firm policies can help streamline foreign investment by eliminating ambiguous dependencies. Geopolitically, these moves signal a broader shift in India’s strategic calculus. New Delhi is now ready to leverage its market power and infrastructure access as instruments of statecraft, much like Washington or Beijing. This recalibration has implications across several fronts: –
- Regional Stability. India’s firm stance could pressure smaller South Asian nations to recalibrate their diplomatic positions, especially those attempting to balance ties with India and China.
- Strategic Autonomy. It reinforces India’s positioning as a power unwilling to be a passive node in any global bloc, instead favoring issue-based alliances that serve its interests.
- Global Supply Chains. As India becomes more assertive, it could serve as a reliable partner for countries looking to diversify supply chains away from China, particularly in pharmaceuticals, rare earths, and digital infrastructure.
- Influence in Multilateral Forums. These policy shifts enhance India’s bargaining power in organizations like the G20, SCO, BRICS, and the UN, where economic assertiveness often translates into political leverage.
India’s focus on reciprocal diplomacy can redefine its role in the international order. By adopting a more assertive and norm-setting approach, India can transform from a reactive power to a proactive force in shaping global norms and alliances.
Airspace. India’s airspace is a privilege, not a right. Deny overflight and landing rights to the airlines of these hostile nations. Commercial aviation routes are valuable economic corridors—India must use them as tools of diplomacy.
India’s enormous consumer market is a significant leverage point in diplomacy. By banning goods from hostile nations and enforcing these policies through port inspections and customs controls, India can turn every trade rupee into a vote of confidence. This approach sends a clear message: if you side with India, you trade with India.
India must adopt a clear-eyed, consequence-based approach similar to other countries. The United States has used secondary sanctions to isolate Iran and North Korea economically. At the same time, China regularly blocks imports or bans cultural products from countries that recognize Taiwan or criticize Beijing. In 2020, Australia faced crippling Chinese tariffs after calling for an investigation into COVID-19’s origins. Yet, it stood its ground, diversified its trade partnerships, and emerged stronger. India must adopt a similarly clear-eyed, consequence-based approach.
Cultural Diplomacy: Cut the Cord Where It Hurts
India’s cultural footprint is immense. Bollywood movies, TV dramas, and streaming content dominate Asia, the Middle East, and parts of Africa. These are not just entertainment—they are psychological and social bridges. If these nations cannot respect India’s national interests, they do not deserve India’s cultural access.
Pull back licenses, suspend cultural exports, ban co-productions, and do not allow Indian celebrities to perform or promote content in these countries. Cultural isolation can sting more than sanctions.
Other nations have weaponized their culture too. In response to Chinese bans on K-pop and Korean dramas, South Korea invested heavily in diversifying markets to Southeast Asia and the West. In retaliation for Western sanctions, Russia blocked foreign media and promoted its cultural industry to consolidate internal support. India has a far more powerful cultural product and must use it wisely.
Indian tourism, too, needs a national interest filter. Wealthy Indians should stop flocking to the beaches and bazaars of nations that back Pakistan or China. The MEA should suspend tourist visas, cancel travel bubble agreements, and impose additional taxes on Indian travel agents operating in these areas. Encourage Indian tourists to visit friendly and allied nations instead. Reinforce patriotism with planning.
Pharma and Healthcare: India’s Undervalued Arsenal
India is the pharmacy of the Global South. From antiretrovirals to COVID-19 vaccines, Indian pharma keeps millions alive. Yet, this goodwill has gone unreciprocated.
India must now make bilateral health cooperation contingent upon political alignment. It must reduce exports of life-saving drugs to states openly hostile to India, limit vaccine access, and suspend medical aid missions. Instead, it must prioritize strategic partners and emerging allies.
The European Union, through its “Health Diplomacy” mechanisms, restricts pharmaceutical cooperation with non-democratic regimes unless politically beneficial. Despite technological capabilities, Israel limits its medical partnerships to countries that recognize its sovereignty. India should adopt this realist posture.
Migration Policy: Deportation is Diplomacy
Unlike the United States, India has been far too lenient with illegal migrants and foreign workers from nations that undermine its security. The time has come to enforce deportation as a tool of statecraft.
Create a National Register of Migrants. Identify illegal entrants, mainly from Bangladesh and Malaysia. Deport them systematically. Review and cancel long-term visas and student permits issued to nationals of hostile countries. This sends a clear message: India is not a soft target.
Saudi Arabia and the UAE routinely deport illegal migrants from South Asia and Africa, particularly during economic slowdowns or political shifts. These nations act unapologetically in defense of domestic stability. India must do the same.
Indian Diaspora and Economic Nationalism
The 30 million—strong Indian diaspora can be a game-changer. It must be politically mobilized to serve national objectives. Establish overseas Indian lobby groups to monitor and counter anti-India rhetoric in global media and policymaking.
Indian billionaires and investors should be discouraged from funding businesses or real estate in nations backing Pakistan. Instead, incentives should be offered to invest in Indian infrastructure, tourism, and startups. Let patriotism pay dividends.
Jewish American lobbying through AIPAC has shaped U.S. foreign policy for decades. China’s Confucius Institutes and business groups act as unofficial diplomatic arms. India must build similar overseas influence networks to push its interests.
Institutionalising Soft Power Retaliation
India needs to get institutional about this. Create a Department of Strategic Cultural and Economic Affairs under the Ministry of External Affairs. Task it with: –
- Identifying economic and cultural pressure points.
- Launching retaliatory campaigns when foreign states act against Indian interests.
- Collaborating with Indian businesses, media, and artists to align exports with diplomacy.
Soft power without consequences is a weakness. The time to act is now.
A Doctrine of Reciprocity
India must no longer extend diplomatic grace without reciprocity. Soft power must serve the same purpose as a military operation: to compel adversaries to change their behavior.
Declare a Reciprocity Doctrine. If a nation backs Pakistan or undermines India in international forums, it loses Indian market access, pharma cooperation, cultural exchanges, and aviation rights. Choices must have costs.
Strategic Communications Doctrine: The Silent Gunslingers of Global Diplomacy
The time has come for Indian diplomats and journalists to become the silent gunslingers of this new narrative. They must be trained and empowered as strategic communicators across international platforms. This effort must go beyond traditional diplomacy—it requires a new Strategic Communications Doctrine led by the Ministry of External Affairs.
- India must establish a dedicated Global Messaging Unit (GMU) within the MEA. This unit should:
- Monitor global news cycles and identify misrepresentations of Indian policy.
- Launch rapid response teams to counter disinformation.
- Build relationships with international media houses, think tanks, and academic circles.
- Train diplomats and spokespersons in media combat and narrative control.
India must also invest in media literacy campaigns abroad, highlighting its democratic credentials, developmental aid programs, technological advancements, and cultural contributions. Partnerships with platforms like BBC, Reuters, and Al Jazeera should be balanced by building India’s international media platforms, modeled after Russia’s RT or China’s CGTN.
At the multilateral level, Indian delegations should proactively frame debates, not just respond. India must not wait to defend its interests but pre-emptively shape the global dialogue.
China’s “Wolf Warrior Diplomacy” showed the impact of an aggressive public posture. While India’s approach must retain dignity, it should be no less firm. Our messaging should be accurate, authoritative, and synchronized across ministries, embassies, and media wings. Strategic ambiguity is no longer an option—narrative dominance is the battlefield of the 21st century.
In short, the world listens to those who speak boldly and consistently. India must now speak with one clear, confident voice through every envoy, journalist, and cultural ambassador it sends.
Recommendation: A Future Policy Brief
To operationalize this new doctrine of strategic soft power, it is recommended that the Ministry of External Affairs commission a detailed Policy Brief titled: ‘Strategic Soft Power Deployment: Tools, Targets, and Thresholds’. This document should: –
- Identify key economic and cultural dependencies India must reevaluate.
- Set thresholds for reciprocal diplomatic engagement based on national interest.
- Outline tactical communication protocols for Indian missions abroad.
- Recommend legal and institutional reforms to enable swift retaliation to hostile narratives or actions.
The brief should be prepared with security experts, trade economists, media strategists, and cultural ambassadors. Its findings must guide the annual strategic roadmap for Indian foreign policy, starting with the next MEA-NSCS review cycle.
Conclusion: A New Normal
Operation Sindoor showcased India’s capability to save lives. Now, let India showcase its will to defend its dignity. Soft power must become an operational extension of hard power. Together, they define a new normal: where India is respected not just for what it gives, but for what it withholds.
The Ministry of External Affairs must lead this shift with confidence and clarity. Let no nation again benefit from India’s hand while stabbing it in the back. Let the world understand that India’s kindness comes with conditions. This is the age of strategic soft power—deployed with precision, resolve, and pride.