As a recent conference by the India Foundation and the Indian Council for Cultural Relations (ICCR) in Delhi showed, soft power is playing a greater role in India’s foreign policy. PM Narendra Modi’s Wembley show in November 2015 showed just how strong a brand India could become. Daily Telegraph journalist Radhika Sanghani said at the time "Modi has managed to connect with young British Indians in a way other Indian PMs haven't been able to in the past - he's been in touch with all generations and his use of social media makes him seem like a 'modern PM”.
But soft power is a catch-all phrase and India is far behind the coordinated global approach of others such as the British Council and Goethe Institute. It can mean promoting a country through cuisine, its people, public diplomacy, art and culture, performing arts, yoga, craft and design, cinema, Ayurveda, education, spirituality, tourism, language and literature and more.