How India is Building Cultural Bridges with Latin America Using Its Soft Power

Across the vibrant cities of Brazil, festive streets of Trinidad and Tobago, and academic halls of Chile, the colors, sounds, and philosophies of India are finding new resonance. From yoga studios in São Paulo to Bollywood film nights in Lima, India’s cultural presence in Latin America and the Caribbean (LAC) has never been stronger. This transformation raises an essential question: How is India leveraging its soft power to foster deeper influence and enduring partnerships in LAC nations? As international relations increasingly depend on attraction rather than coercion, India’s soft power strategy is shaping a new chapter in its diplomatic playbook.

Understanding India’s Soft Power

The term “soft power,” coined by Harvard scholar Joseph Nye in 1990, refers to a nation’s ability to attract and co-opt rather than coerce. Nye identifies three primary pillars: culture, political values, and foreign policy. In today’s interconnected world, soft power has become central to international diplomacy. Countries that appeal to the hearts and minds of foreign publics can unlock new avenues for cooperation and influence.

India’s soft power strengths are deeply rooted. Its pluralistic society, ancient civilization, and globally recognized traditions form a unique tapestry of cultural assets. India’s embrace of diversity, nonviolence, and spiritual wisdom provides a compelling narrative that resonates internationally. These qualities position India as a natural source of cultural inspiration and partnership, especially in regions attuned to values of pluralism and creativity.

Early Connections and Barriers

India’s first significant cultural connections with LAC emerged through literature. The Nobel Laureate Rabindranath Tagore profoundly inspired Latin American poets such as Gabriela Mistral and Pablo Neruda. His writings, celebrated in LAC universities, helped plant early seeds of mutual appreciation.

Despite these early links, India’s engagement with LAC remained limited until the late twentieth century. During the pre-independence and immediate post-independence periods, India’s foreign policy focused more on nearby regions. Economic priorities were inward-looking, and practical obstacles including long distances and language barriers hindered deeper ties. The situation began to shift in the 1990s, following India’s Liberalization, Privatization, and Globalization (LPG) reforms. As both India and LAC countries opened their economies, opportunities for cultural and economic exchange expanded.

India’s Soft Power in Action

Rabindranath Tagore’s influence endures in Latin American academia, with his works part of university curricula. Indian cinema, especially Bollywood, has become a household phenomenon. Films such as “Mother India” and “Mera Naam Joker” have long captivated LAC audiences, while newer movies find enthusiastic fans at local screenings and festivals. Indian dance forms, both classical and modern, are performed by growing communities of practitioners, notably in Mexico and Brazil

Indian cuisine is gaining popularity across the region. Restaurants serving curries, dosas, and street snacks can be found in cities from Buenos Aires to Port of Spain. Culinary festivals and cooking classes foster cultural curiosity, making food a gateway for wider appreciation of Indian heritage.

Yoga, with its blend of physical practice and mental discipline, is flourishing in LAC countries. Brazil alone hosts hundreds of yoga centers, and International Day of Yoga events draw thousands each June. Ayurveda, India’s traditional system of medicine, is promoted through seminars and partnerships, including Brazil’s Associacao Brasileira de Ayurveda (ABRA). Indian spiritual movements, such as ISKCON and the Art of Living Foundation, have established a robust presence. ISKCON’s largest Latin American center is in Brazil, while the Art of Living has led peace-building initiatives. Founder Sri Sri Ravi Shankar even played a role in reconciliation efforts during Colombia’s peace process.

When discussing India’s influence, it is essential to mention its affinity for gambling. Hindus introduced Latin America to game shows such as Crazy Time online game, which has become extremely popular there. Crazy Time is a live game featuring real show hosts, where bets are placed in real time. The broadcast is streamed live from actual gaming studios. Today, many Latin Americans can easily play it by registering at local online casinos and depositing funds into their accounts.

The Indian Diaspora: Cultural Ambassadors in the Caribbean

Diaspora communities form a living bridge between India and the Caribbean. In Suriname, Trinidad and Tobago, Guyana, and Jamaica, people of Indian origin represent a significant share of the population. These communities celebrate Diwali, Holi, and other festivals, maintain heritage languages, and teach Indian classical arts to new generations. Serving as cultural ambassadors, they foster lasting ties with local populations and keep Indian traditions vibrant.

The diaspora’s influence extends beyond cultural events. In Suriname, for example, Hindi language programs form part of school curricula, while Trinidad’s annual Phagwah parade attracts large crowds regardless of background. Such activities enrich both societies and sustain interest in India’s evolving contemporary culture.

Strategic and Economic Significance

LAC nations are vital to India’s economic goals. The region’s vast reserves of oil, minerals, and agricultural products help diversify India’s supply chains and bolster food and energy security. At the same time, Indian pharmaceuticals, textiles, and IT services are finding new markets in Latin America’s expanding economies.

On the geopolitical front, LAC’s support is increasingly valuable. Several Caribbean and Latin American nations have endorsed India’s aspirations for a permanent seat on the United Nations Security Council. India and LAC countries also collaborate in forums such as BRICS, the Commonwealth, and the Non-Aligned Movement (NAM), strengthening their global influence.

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