As India seeks leadership in a multipolar world, cultural credibility is as vital as economic clout. Cinema gives India an edge with vivid storytelling, music, and empowering narratives, fostering understanding in a polarised world. Its popularity correlates with trade, as seen in the U.S., Russia, and Middle East. The more popular the cinema, the bigger the boost to trade.
How does Indian culture influence the rest of the world? Ambassador R. Viswanathan recounts his recent experience in an Argentinian nightclub where he found himself embroiled in a Yoga Rave party, which promotes the Indian ways of living such as spiritualism and mantra.
