POLICY REPLICATING INDIA’S SOFT POWER STRATEGY IN KAZAKHSTAN

ing cultural exchanges between India and other nations, building relationships with countries, and preserving India’s cultural heritage.

India’s “Neighbourhood First” foreign policy has been instrumental in strengthening its diplomatic ties with neighbouring countries and promoting shared economic interests.This policy has also helped India leverage its cultural influence to promote its values and build goodwill in the region.The focus on building a positive brand image has enhanced India’s soft power capabilities and positioned it as a responsible global leader.

The Indian government recognises the significant influence and resources of the Indian Diaspora (ID) and seeks ways to tap into them for achieving soft power diplomacy objectives. The ID has considerable capital and human resources that can support government initiatives, including strengthening cultural ties and projecting a positive image of India abroad.

India and Kazakhstan share a historical past characterised by ethnic-cultural and trade contacts. Aryan tribes migrated from the Eurasian steppes to the Indian subcontinent, and the Saka tribes established their rule in parts of northern India. The spread of Buddhism from India to Central Asia and China occurred through the Great Steppe of Kazakhstan. In recent times, the popularity of Indian films, culture, yoga, dance, and music in Kazakhstan has strengthened cultural relations between the two countries.

Soft power refers to a state’s ability to exert control through political, moral, cultural, or subtle economic means. It is important to know the ways in which regional leader countries and world super-powers create a positive image impact through their use of soft power. India is a great example in this sphere as it has steadily been gaining soft power in the international arena and is increasingly recognised as a key player in global politics. India’s soft power is derived from its rich cultural heritage, growing presence in the world economy, and strategic partnerships with other countries.

India’s cultural heritage and growing presence in the world economy has made India an attractive destination for foreign investments and a reliable partner for international trade. Strategic partnerships with other countries have allowed India to actively participate in multilateral forums and address global issues. Initiatives such as the Cultural Exchange Programme and hosting international events like the Indian Culture Festival allow India to showcase its unique cultural heritage on the global stage.

India has a well-structured institutional mechanism to promote Indian culture both within India and globally. Government-run institutions, such as the Indian Council of Cultural Relations (ICCR), actively participate in the creation and implementation of policies and programs pertaining to India’s international cultural relations. ICCR’s goals include promoting and strengthen-

India has the potential to leverage its rich soft power resources to strengthen its image and influence in Central Asia. By effectively marketing its diverse culture, vibrant film industry, heritage sites, diaspora networks, cuisine, and traditional medicine, India can enhance its soft power profile in the region. Collaborating with organisations such as the CICA and UNESCO to promote science and technology education initiatives can further expand India’s reach and enhance its standing.

The convergence of soft power and smart power, particularly in developing a digital economy, should be a key focus of Kazakh diplomacy. Public diplomacy plays a crucial role in fostering people-to-people relations, which can be more effective than official diplomatic channels. Embracing concepts like the Indian Diaspora (NRIs) in Indian diplomacy, Kazakhstan can strengthen the cultural ties of its citizens abroad and boost its positive influence and image worldwide.

Maintaining a multifaceted foreign policy based on the UN Charter and a humanitarian outlook is important during these turbulent diplomatic times. Kazakhstan should emphasise its culture, tolerance, and national unity through digital means such as e-books, translated literature, conferences, and innovative approaches to cultural issues. Peaceful methods will contribute to Kazakhstan’s prosperity in the new era.

To serve as a roadmap for soft power outreach, Central Asian countries should consider:

• Establishing institutional mechanisms, led by political leadership, to promote cultural heritage and contemporary achievements as part of foreign policy.

• Adopting a region-centric approach to project cultural, social, and educational prosperity to the outside world.

• Including soft power elements in the agendas of Central Asian forums.

• Promoting the Kazakh language and facilitating its transformation into Latin script for global learners.

• Reviving cultural heritage through policies that promote it from the school level.

• Collaborating to increase the number of IT projects and professionals in Central Asia.

• Translating the best Central Asian literature works into English to reach a broader audience.

• Incorporating soft power tools such as ‘Kazakh Invest’ and ‘Kazakh Tourism’ in the routine functioning of Kazakh missions abroad.

• Introducing the concept of “Overseas Central Asian Natives” (OCAN) to strengthen cultural ties with citizens living abroad.

• Creating and promoting national and cultural branding tools, similar to India’s ‘Incredible India’ program, through social and mass media platforms.

• While major powers often rely on hard power, smaller nations can continue to utilise soft power strategies to advance their interests and make their arguments on the global stage. It is essential for countries to thoroughly examine their available resources and cultivate them as instruments for soft power diplomacy, fostering global and bilateral interactions.

by Aset Kakimzhanov