India’s BRICS 2026: Culture as a Soft Power Strategy

Introduction

In global politics, power is no longer defined only by military strength or economic dominance. Influence today flows through narratives, values, and cultural identity. As India assumes the BRICS Presidency in 2026, it is quietly shifting the conversation from traditional geopolitics to something far more nuanced.

India’s decision to foreground culture through the first Culture Working Group meeting in New Delhi signals an important transition. While economic cooperation and strategic alignment remain central to BRICS, India is testing whether cultural diplomacy can become a defining pillar of its global engagement.

This raises an important question. Can culture become India’s most effective soft power tool within BRICS?

Understanding Soft Power in the BRICS Context

Soft power, a term popularized by Joseph Nye, refers to the ability of a country to shape preferences and influence others through attraction rather than coercion. Culture, values, and ideas form the core of this influence.

In the BRICS grouping, which includes Brazil, Russia, India, China, and South Africa, the emphasis has traditionally been on economic coordination and institutional reform. Cultural cooperation has remained peripheral.

India’s 2026 presidency attempts to rebalance this equation.

By introducing structured cultural dialogue, India is not just adding another agenda item. It is redefining how BRICS nations engage with each other beyond trade and policy. Culture becomes a bridge where politics often creates distance.

The Theme: A Strategic Framing

India’s presidency theme, "Building for Resilience, Innovation, Cooperation and Sustainability," is not accidental. Each of these pillars has a cultural dimension.

Resilience is reflected in how civilizations preserve identity through adversity. Innovation often draws from traditional knowledge systems. Cooperation is strengthened when societies understand each other beyond stereotypes. Sustainability is deeply rooted in cultural practices that respect nature.

By aligning culture with these broader goals, India is positioning it not as a symbolic gesture but as a functional tool of diplomacy.

Why Culture Matters for India’s Global Positioning

India possesses one of the richest cultural ecosystems in the world. Its civilizational continuity, linguistic diversity, artistic traditions, and philosophical depth offer a unique soft power reservoir.

However, this potential has often been underleveraged in formal diplomacy.

The BRICS presidency provides a platform where India can integrate culture into strategic engagement without the constraints often seen in bilateral relations. Unlike Western-led institutions, BRICS operates with greater flexibility in defining its priorities.

This allows India to experiment.

Cultural diplomacy within BRICS can serve multiple purposes. It can build trust among member nations. It can create shared narratives that reduce geopolitical friction. It can also position India as a thought leader in shaping a more inclusive global order.

The Culture Working Group: More Than Symbolism

The first Culture Working Group meeting under India’s presidency marks an institutional beginning. It brings cultural dialogue into a structured framework rather than leaving it to informal exchanges.

The participation of institutions like the Indira Gandhi National Centre for the Arts reflects an attempt to anchor diplomacy in intellectual and cultural scholarship.

This approach has three important implications.

First, it legitimizes culture as a serious area of international cooperation. Second, it creates continuity by establishing platforms that can evolve over time. Third, it allows for knowledge sharing across diverse cultural landscapes.

BRICS countries represent distinct civilizations with unique histories. Brazil’s indigenous heritage, Russia’s artistic traditions, China’s ancient philosophies, and South Africa’s multicultural identity offer a rich tapestry for exchange.

India is attempting to weave these threads into a coherent narrative.

Cultural Diplomacy as Strategic Leverage

Cultural diplomacy operates differently from traditional diplomacy. It does not aim for immediate outcomes. Instead, it builds long-term relationships and mutual understanding.

In the BRICS context, this is particularly valuable.

The grouping includes countries with differing political systems and strategic interests. Economic cooperation can sometimes be strained by competition. Cultural engagement, however, provides a neutral ground.

India’s approach suggests that shared cultural experiences can soften rigid geopolitical positions.

For instance, collaborative projects in heritage conservation, joint cultural festivals, and academic exchanges can create networks of trust. These networks often outlast political disagreements.

In this sense, culture becomes a stabilizing force.

The Challenge of Diversity

While the potential is significant, the challenges cannot be ignored.

BRICS countries are not culturally homogeneous. Their histories, identities, and priorities differ widely. Creating a shared cultural agenda requires careful balancing.

India must avoid the perception of cultural assertion. Instead, it needs to position itself as a facilitator of dialogue.

This requires sensitivity.

Cultural diplomacy is effective only when it is inclusive. It should celebrate diversity rather than impose uniformity. India’s success will depend on its ability to create platforms where all voices are equally valued.

Competition with Other Global Narratives

India’s cultural push within BRICS also exists in a competitive global environment.

China, for instance, has invested heavily in cultural diplomacy through initiatives like Confucius Institutes. Western nations continue to dominate global cultural industries, shaping narratives through media and education.

India’s approach is different.

Rather than exporting a singular cultural model, it emphasizes plurality and dialogue. This can be both a strength and a limitation.

Plurality allows for inclusivity but can dilute a clear narrative. India must find a balance between showcasing its identity and fostering collective cultural engagement within BRICS.

Linking Culture with Development

One of the most promising aspects of India’s strategy is the linkage between culture and development.

Cultural industries, including tourism, crafts, and creative economies, have significant economic potential. By integrating culture into BRICS cooperation, India can open new avenues for collaboration.

For example, joint initiatives in cultural tourism can boost economic growth across member nations. Knowledge sharing in preserving heritage sites can create sustainable development models.

This aligns with the broader theme of sustainability.

Culture is not just about the past. It is also a resource for the future.

Implications for Global Governance

India’s emphasis on culture within BRICS has implications beyond the grouping itself.

It challenges the traditional hierarchy of global governance where economic and security issues dominate. By bringing culture into the conversation, India is advocating for a more holistic approach.

This could influence other multilateral platforms.

If successful, it may encourage institutions to integrate cultural perspectives into policy discussions. This would mark a shift towards more inclusive and human-centric global governance.

Lessons for India’s Foreign Policy

India’s BRICS presidency offers valuable lessons for its broader foreign policy.

First, it highlights the importance of narrative building. In a world of competing ideas, how a country presents itself matters as much as what it does.

Second, it underscores the need for institutional support. Cultural diplomacy cannot rely solely on symbolic gestures. It requires sustained engagement and resources.

Third, it demonstrates the potential of multilateral platforms as testing grounds for new strategies.

India can use BRICS as a laboratory for cultural diplomacy before expanding it to other forums.

The Road Ahead

The success of India’s cultural initiative within BRICS will depend on implementation.

Ideas must translate into action.

Regular cultural exchanges, collaborative projects, and measurable outcomes will be essential. India must ensure that the Culture Working Group evolves into a dynamic platform rather than remaining a one-time initiative.

Continuity will be key.

Future presidencies should be encouraged to build on this foundation. Only then can culture become an integral part of BRICS cooperation.

Conclusion

India’s BRICS Presidency in 2026 marks a subtle yet significant shift in international engagement. By placing culture at the center of its agenda, India is redefining the contours of diplomacy.

This is not a departure from traditional power politics but an expansion of it.

Culture offers a way to connect where politics divides. It provides a language of understanding in a world often shaped by competition.

Whether this approach becomes a masterstroke will depend on execution. But the intent itself reflects a deeper strategic vision.

In an era where influence is increasingly intangible, India’s greatest strength may lie not in what it has, but in what it represents.

If nurtured carefully, culture could indeed become India’s most enduring soft power asset within BRICS and beyond.