Roy writes that “When examined closely on a map of the world, however, their spread and potential for outreach in accordance with India’s bilateral and regional priorities seem inadequate. He quotes the current locations of the various ICCs - there are six centers in South Asia five each in Latin America, Europe, Africa, and Southeast Asia four in the Asia-Pacific three in Central Asia and one each in Iran, Russia, and China. ![]() Last year in a report in The Diplomat, Anubhav Roy wrote about ‘The Trouble with India’s Soft Power Apparatus’ and how New Delhi needs a more coherent strategy for where it chooses to invest in in Indian Cultural Centers overseas. In his annual report for the year, he says that the mission seeks to change opinion that Cultural and Cultural relations are only about ‘dance, music and Indology.” He says that from Bollywood, to Culinary and Cuisine, from Indian epics to traditional Indian knowledge and culture are all a part of the Indian Soft Power repertoire. ![]() President Indian Council for Cultural Relations (ICCR) Sri Vinay Sahasrabuddhe will continue to guide India’s main instrument for promotion of soft power for another three-year term. International cultural contact at individual and institutional levels is making it imperative that every country be concerned about global opinions. The world is increasingly becoming hyper-connected with the spread of information in real time.
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