At a time when geopolitics, global conflicts, and shifting economic currents are reshaping international engagement, India’s soft power is emerging as one of its most compelling strengths. Speaking at the panel discussion on “Navigating Diplomacy Through Turbulent Times,” hosted by the Indian Institute of Foreign Trade (IIFT) in association with Diplomatist Magazine on 19th November 2025, Mr. Virat Bahri, Joint Director, Trade Promotion Council of India (TPCI), offered a deeply thought-provoking perspective on the interplay between tourism, culinary diplomacy, agriculture, and India’s cultural resurgence.
Bahri opened by acknowledging the unique vantage point from which he views diplomacy—not from the corridors of foreign missions, but from his journey through business journalism, his work on nation branding at the India Brand Equity Foundation, and his current role shaping India’s agri-export ecosystem. “My perspective doesn’t come from a diplomatic career,” he noted, “it comes from a blend of business journalism, nation branding, and the last six-seven years at PCI.”
Today, he plays a central role in IndusFood, Asia’s premier food and beverage trade exhibition, which he describes as an initiative that has “significantly strengthened India’s food export landscape.”
Reclaiming India’s Cultural Identity
Reflecting on India’s evolution over the last two decades, Bahri took the audience back to the early 2000s when debates about “India vs China” dominated policy discourse. While China surged ahead, he observed that India spent many years trying to imitate global models rather than embracing its own depth.
But the last decade, he said, marked a shift: “India finally began owning what is uniquely Indian.”
One of the most powerful symbols of this transformation, he argued, was the global institutionalisation of International Yoga Day, a move he described as “a significant moment” in reclaiming India’s cultural identity. Yoga, Ayurveda, and India’s civilisational traditions, he stressed, “are not religious; they are part of universal human heritage.”
He recalled the “colonial hangover” of the 1980s, when Indians themselves seemed unsure of the richness of their civilisation. “If our civilisational stories were told correctly,” he said, “young people would feel very differently about India.”
The responsibility, he emphasised, lies not only with institutions but with individuals:
“India’s brand is carried by its people. When Indians reflect the depth of their culture, the world sees India differently.”
Agriculture: India’s Underrated Powerhouse
Transitioning to agriculture and exports—areas central to his work—Bahri challenged outdated assumptions about India’s economic route.
“For decades,” he said, “we repeated the narrative that India must migrate from agriculture to services or manufacturing. I completely reject that idea.”
With rising global populations, climate change concerns, and increasing food insecurity, agriculture, he argued, will be at the heart of global sustainability discussions. The pandemic was proof: countries with fragile supply chains suffered immensely, while India remained resilient because “agriculture has always been our strength.”
At IndusFood, this strength is channelled into a transformative platform. Whereas earlier Indian exporters had to travel across the world to find buyers, today, as Bahri described it:
“8,000 verified international buyers come to Greater Noida to meet 2,000+ Indian exhibitors under one roof. It’s a complete inversion of the old trade model.”
This shift is not just logistical—it is strategic, empowering exporters and reshaping India’s global footprint.
Culinary Diplomacy and the Fight for Authenticity
Bahri spoke passionately about India’s culinary heritage, calling it one of the most powerful tools of diplomacy. India’s vast food diversity, he noted, is still underrepresented globally—and even domestically.
“Even in five-star hotels in India,” he said, “the presence of Indian items on the menu is far below what it should be.” Part of the problem, he explained, lies in storytelling—or the lack of it. “If you don’t tell your story, someone else will.”
This is exactly what has happened with Indian cuisine abroad, where restaurants claiming to be “Indian” often have little connection to the country. The cuisine they present “is not necessarily ours.” Authenticity, he emphasized, must be restored.
Platforms like IndusFood now invite global chefs to experience India firsthand. With technology enabling ready-to-eat and long-shelf-life innovations, the world is finally ready to “discover Indian cuisine in all its authenticity.”
“These cultural touchpoints,” he said, “are where real culinary diplomacy happens.”
Tourism Diplomacy and the Power of Indian Narratives
Bahri connected this to tourism, calling it another powerful pillar of India’s soft power. Citing the Kumbh Mela, he highlighted how India’s cultural depth extends far beyond the Taj Mahal. Yet India’s share of global tourism remains disproportionately low.
“The potential is huge,” he said, “but our global storytelling needs to improve dramatically.” By building stronger narratives around India’s civilisational, spiritual, and cultural identity, Bahri believes tourism can become a transformative diplomatic tool.
A Concluding Vision: India’s Strength Lies in Its Identity
Bringing his thoughts together, Bahri offered a powerful message:
“India is rich — culturally, spiritually, civilisationally and agriculturally. And when we present these strengths effectively at global touchpoints, the world listens — and responds.”
In a world navigating volatility, India’s identity—rooted in its civilisation yet evolving with new confidence—may well be its most enduring diplomatic asset.
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