“Soft power is the ability to attract and co-opt, rather than coerce” a concept coined down by Joseph Nye, the American Political Scientist and Professor of Harvard University
Swami Vivekananda was the first to ignite the resurgence of Indian cultural influences throughout the world, by global adaptation of Yoga-based techniques and practices. His emphasis on universal consciousness and self-realization paralleled the work of Albert Einstein, in breaking down time-space barriers and ushering in a new unitary vision of the cosmos. After Swami Vivekananda, P.M Narendra Modi was the first to honor the millennial cultural civilization of India, by initiating Yogic practices on International level, and emphasizing “Yoga as India’s gift to the world”. Yogic Revolution triumphed in India, when the U.N declared 21st June as “The International Yoga Day” in 2015.
Ayurveda, a natural and holistic healing approach, originating from the Indian soils. 77% of Indian families use this soft-power in one of its form. Oushadhi Pharmaceutical Pvt. Ltd. is a Government of Kerala undertaking; an Ayurvedic medicine manufacturing company with two factories at Kuttanellur, Thrissur City and Pariyaram in Kannur District. It is a 100% Government of Kerala owned company and produces around 450 ayurvedic formulations. The company has established 30-bed Pancha Karma Hospital and Research Institute at Thrissur City and a specialty center for Ayurveda and Yoga at Sasthamangalam near Thiruvananthapuram.
“Sentiments govern Soft Power. India dominates seven types of Soft Powers comprising; Spirituality, Yoga, Ayurveda, Dance, Music, Cuisine and Tourism. The ancient historic monuments of India are capable of inviting abundant tourist opportunities. Liberalism frames a pseudo concept of being open-minded, instead strengthening the roots and remaining grounded, can increase self-confidence” says Indian Spiritual Guru and Humanitarian Leader His Holy Highness Shri Shri Ravi Shankar.
“The Idea is to have a stress-free day in our stressful-life, by practicing Yoga. P.M Narendra Modi have always emphasized on Yoga being India’s gift to the world, and it must be blossomed in each direction. I am glad that today it has become COOL to do Yoga” says Shaina a Political and Social Activist and also a fashion designer
Yoga, Ayurveda, Sanskrit language, Indian Cinema, Cuisine and Tourism play a vital role in framing the Soft Power of India. Indians are known for being intellectual, diligent, socially active and reliable. India have integrated its soft-power and hard-power, constituting a Smart-power; and If globalization is a competition, nothing can stop India to become the Vishwaguru!
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