India's soft power as its brand asset
Sangeeta ShrivastavaCentre for Research and EducationPradeep KrishnatrayGalgotias University
'Soft power' is built on a country's culture, social values, domestic politics, and foreign policy. Sangeeta Shrivastava and Pradeep Krishnatray examine the nature of India's soft power, arguing that it is a type of national branding, and compares India's soft power to that of China.
India is argued to have built soft power through culture, including the popularity of Bollywood films and its cuisine, and through business, with Indian businesses and owners operating around the world. Bollywood, in particular, has helped India...