New Delhi : The Committee on External Affairs headed by Shri P.P.Chaudhary in their Sixteenth Report presented to the Lok Sabha on the Subject ‘Soft Power and Cultural Diplomacy: Prospects & Limitations’ has recommended major steps to boost the Soft Power Diplomacy. Some of the important observations and recommendations are as follow:
MEA asked to prepare a Policy document on India’s soft power projections, Government asked to do formal study of international best practices of soft power projections on priority, Government asked to develop objective metrics for evaluating soft power outcomes through a ‘Soft Power Matrix’, Need of greater synergy among MEA and other like Ministries/ Departments/agencies involved in India’s soft power projections and cultural diplomacy, Ministry urged to increase the number of tourism offices abroad and adopt country-specific approach for promotional activities, Creation of adequate infrastructure around tourist and common tourist passes-recommended, Concerted efforts be made to get Ayurveda recognized of as a system of medicine by adopting pharmacopeia of India, Government asked to spell Public Relations strategy to project India’s soft power and cultural diplomacy, Government urged to revamp the focus, structure and functioning of DD India for its global outreach, Ministry urged to submit the blue print restructuring of Indian Council of Cultural Relations (ICCR) and its blueprint be submitted within three months, Enhance budgetary allocation of Rs. 500 crore for ICCR recommended, ICCR asked to maintain Greater transparency in the process for empanelment of artists, Videsh Bhawans be opened in each State capital for better coordination with State Government and MEA asked to ensure that every Mission/Post abroad has one Public Relations officer.
According to the press release “The Committee are aware that soft power capabilities have great relevance and potential in augmenting positive perceptions about a country and its national interests. India with its wide-ranging instrument of soft power has a definite advantage in comparison to many other countries. However, in absence of formulation of a clear-cut policy on our soft power projection this may not have been possible. The Committee have been constrained to note that despite making specific recommendation by the Committee in this regard in their 13 th Report of 16 th Lok Sabha the policy is still at consultation stage. The Committee, have, therefore, strongly desired that the Ministry should prepare a policy document on India’s soft power projections, delineating India’s soft power toolbox and manner in which it is being projected abroad along a vision statement for the future.”
The Committee have noted that the Ministry has only gathered inputs through analyzing the soft power activities of few countries and also not undertaken any formal study as yet on international best practices of the manner in which other countries have leveraged soft power instruments. On the basis of such informal observations of the Ministry, the Committee have noted that the soft power organization of countries such as China, United Kingdom, Japan, USA, Russia and France focuses on language promotion, leadership programme, cultural activities, and promotion of art forms. Though the Committee are aware that ICCR performs most of these activities, they feel that there is immense scope for improvement and expansion of such activities. The Committee have therefore, opined that a formal study of international best practices of soft power projections should be done on priority basis and the learnings from such a study must be factored in while formulating India’s soft power projection and strategy.
The Committee have been cognizant that the intangible elements of soft power are difficult to quantify. The Ministry has submitted that two factors have delayed the process for developing the matrix, namely challenge in measuring outcomes of soft power related activities and shortage of expertise. Currently, the Report by Expert Committee is under consideration by the ICCR and other think tanks.
The Committee, however, have felt that a study could establish the linkages between our soft power and tangible outcomes in the field of diplomacy and hence they fail to comprehend the glaring delay in developing India’s Soft Power Matrix. There are various global institutions and organizations that have developed indices for measuring soft power. The Ministry should take cues from such available data and use it as a foundation for developing the matrix. The Committee have reiterated their stance and strongly recommended that the Ministry should have objective metrics for evaluating soft power outcomes through a ‘Soft Power Matrix’ at the earliest.
The Ministry of External Affairs have highlighted four key factors inhibiting effective conduct of India’s soft power and cultural diplomacy – inadequate budgetary allocation, lack of coordination among multiple institutions, shortage of skilled manpower and lack of clarity about the mandate of ICCR. The Committee have noted that informal arrangement have been made by MEA with various GOI Ministries and agencies such as Ministry of Culture, Ministry of Youth and SportsAffairs, Ministry of AYUSH, Ministry of Science & Technology, etc. The Committee have also observed that NITI Aayog had held three brain storming sessions to address the issue of lack of coordination and suggested the constitution of a Coordination Committee consisting of representatives from all the concerned Ministries. In pursuance of the Committee’s recommendation on establishing a coordinated mechanism between MEA and other line Ministries involved in soft power projection, the Committee have noted that the Monitoring Committee under MEA’s lead is under proposal. In view of the urgent need for greater synergy and coordination among the various Ministries/ Departments /agencies involved in India’s soft power and cultural diplomacy, the Committee have recommended that the Coordination Committee may be constituted at the earliest.
The Committee are aware that tourism is a key indicator of a country’s soft power capital. They have been given to understand that the Ministry of Tourism with eight offices worldwide has been collaborating with MEA and other Line Ministries for showcasing tourist destination and products of the country. To promote tourism, various efforts have also been made viz, launching of the ‘Incredible India’ campaign, participation in tourism fairs/exhibitions/expos/road shows, signing of Agreements/Memorandums of Understanding (MoUs) with countries, identifying wellness and medical tourism areas, spreading awarenessabout Buddhist Circuit/Pilgrimage, and so on. India’s age old Indian philosophy of ‘Atithidevo Bhava’ clubbed with immense potential in tourism sector, the Committee are confident that India’s global outreach is bound to escalate. The Committee have been elated to note that the Incredible India campaign has been effective in promoting Brand India and there have been regular informative posts and updates on the official social media platforms. The Committee have felt that there is still a need to increase the number of tourism offices abroad and adopt country-specific approach for promotional activities. The Committee, therefore, have urged the Government to come up with proposals incorporating feedback from all types of travelers starting from backpackers to high end tourists in evolving country specific approach.
The Committee find that in our country the differential pricing exists for entry tickets to historical monuments in the country. While understanding that the earnings from foreign tourists is a major source of revenue for the Government, they are of the view that such differential pricing leads to a loss of large segment of foreign travelers. Moreover, in a globalized world the differential pricing for citizens and foreigners is unnecessary and hence the Committee have desired that the pricing system may be re-visited. The Committee have also desired that adequate infrastructure and public transportation be created around tourist hubs and heritage sites and creation of a common tourist passes for entry to multiple heritage sites, as prevalent in most European countries, may be explored to streamline the process and avoid long queues at sites.
The Committee have noted that India exports AYUSH and herbal products worldwide to about 100 countries and majority of our exports are in the form ofbvalue-added extracts of medicinal plants (herbal products) and in the form of dietary supplements and nutraceuticals. However, Ayurvedic products are still not recognized in foreign countries. The Ministry has informed that Ayurveda is recognized in eleven countries, namely, Nepal, Bangladesh, Pakistan, Sri-Lanka, UAE, Colombia, Malaysia, Switzerland, South Africa, Cuba, Tanzania. In five European Union countries- Romania, Hungary, Latvia, Serbia and Slovenia Ayurvedic treatment is regulated. The Committee have been apprised by the Ministry of External Affairs that Ayurveda does not have a recognized pharmacopeia and therefore it is being exported as dietary supplements and nutraceuticals, etc. The Committee have strongly recommended that the Government should make concerted efforts to get recognition of Ayurveda as a system of medicine and adopting pharmacopeia of India so that it can be exported as medicine. The Committee would like to be kept informed about the progress made in this regard.
The Committee have noted that the Ministry of Information and Broadcasting through Prasar Bharati, External Services Division of All India Radio,Film Facilitation Office, etc have been playing a prominent role in the projection of India’s soft power and cultural diplomacy. Positive narrative and agenda setting is one of the key goals of soft power diplomacy. Media can play a critical role in countering negative perceptions about India. The Committee, therefore, have recommended that the Ministry of External Affairs and the Ministry of Information and Broadcasting should spell out a Public Relations strategy to tell the Indian story in an effective and powerful manner.
The Committee have noted that Prasar Bharati, India’s public service broadcaster, in the process of developing a global outreach to increase the footprint of its International Services has re-oriented ‘DD India’ channel as the English news channel and signed Memorandum of Understanding (MoU) with foreign broadcasters of other countries. The Committee have felt that there is an urgent need of reorienting DD India further so as to make it globally relevant and influential. The Government have been urged to come up with a plan for revamping the focus, structure and functioning of DD India to further enhance its global outreach and inform the Committee about the follow up action.
Indian Council of Cultural Relations (ICCR), an autonomous body under the Ministry of External Affairs, is the nodal organization entrusted with the task of projection of India’s soft power abroad. The Committee are aware that the primary mandate of ICCR is maintenance of external cultural relations and fostering as well as strengthening cultural relations and mutual understanding with other countries. The Committee have been informed by the Ministry of External Affairs that under the Chairmanship of Vice President of ICCR, a Committee was formed to restructure the constitution as well as mandate of ICCR. However, the Covid-19 pandemic had halted the process. In the considered opinion of the Committee, there is an urgent need for a complete overhaul of the structure, mandate and functioning of the ICCR so that it is able to project Indian culture in a comprehensive, cohesive, transparent and inclusive manner. The Committee, therefore, have recommended that the Ministry should ensure that the process of restructuring of ICCR is finalized and the blueprint of the same may be submitted to them within three months.
Over the years, the Committee have been flagging the issue of inadequate budgetary and manpower resources within ICCR as key factors impeding th effective realization of India’s soft power diplomacy. The Committee have observed that MEA has one of the smallest soft power budgets in the world, which is incommensurate with the expanding mandate and activities of ICCR. MEA on several occasions have admitted to the Committee about the adverse impact of budgetary allocation on its overall functioning. While analyzing the budgetary allocation made to ICCR during the past five years, the Committee have discerned that while on one hand the ICCR has been pointing out to the shortage of funds, the projected budgetary allocation by MEA is itself small. The Committee, therefore, have recommended that ICCR should make an objective assessment of its financial requirements and accordingly seek higher budget in the next financial year. The Committee have also desired that ICCR compile data of financial resources and outreach activities of soft power organizations of other countries to make a compelling case for increased budgetary allocation. The Committee have strongly recommended that the Government should provision enhanced budgetary allocation of Rs. 500 crore to ICCR for conducting India’s soft power and cultural diplomacy in a robust and extensive manner.
Sending Indian Cultural troupes outside the country is an important part of the activities of the ICCR. These troupes perform in countries across the world and such performances play a significant role in projecting our soft power. The Ministry has informed that there exists a panel of artistes in various art forms such as theatre & puppetry, Carnatic, Hindustani, dance including folk and modern experimental. Empanelment of artist takes place on the basis of recommendation of the Expert Sub Committee constituted by ICCR. While the lists of empanelled artists are available on ICCR website, the Committee did not find the names of members of the Expert Committees. The Committee, therefore, have urged the Ministry to ensure greater transparency in the process for empanelment of artists by displaying the details about the empanelment process including lists of Experts/ Sub-Committees on the official website of ICCR. ICCR is also directed to ensure that adequate regional representation is provided to artists while sending them abroad.
The Committee have noted that ICCR has 19 Regional Offices across different States of India that undertake outreach activities at the State level for both cultural and academic work. The three major responsibilities of the Regional Offices are looking after foreign students of ICCR scholarships, hosting incoming cultural troupes, and engaging local artists. Over the issue of overlapping mandate between ICCR Regional Centre and Ministry of Culture’s Regional Zonal Centres, the Committee have been apprised that the process of putting in place a series of Videsh Bhavans in all the States to coordinate the foreign policy aspects of each State with the Ministry is underway and the role of Regional Offices is proposed to be subsumed under the Regional Videsh Bhawans. Welcoming the decision of the Ministry on establishment of Videsh Bhawans, the Committee have recommended that such Bhawans should be opened in each State capital for better coordination with State Governments. The Ministry should submit a roadmap for setting up the Videsh Bhawans along with timeline and budgetary requirements to this Committee within three months of the presentation of this Report.
The Committee are aware that Indian Missions/Posta abroad have been playing a critical role in advancing India’s soft power and cultural outreach. The Committee have noted that all the cultural activities of Indian Council of Cultural Relations (ICCR) are carried out through close coordination with the Missions/Posts in the concerned country. Missions/Posts also chalk out country- specific requirements and activities that can be effective in promotion of the soft power. The Committee have also noticed that the Missions identify the major cultural events happening in the host country and recommend a fitting participation from India. While acknowledging the significant role performed by the Indian Mission/Posts abroad, the Committee have felt that there is lack of vigor in countering negative press that have the impact of tarnishing our image abroad. The Committee, therefore, have recommended that the Ministry should ensure every Mission/Post has one Public Relations officer, specifically for the purpose of giving diplomatic push to Brand India. The Missions/Posts should continue charting annual cultural enhancement plans for constructive, focused and meaningful cultural engagement with the concerned country.
