India’s Soft Power: The New Global Influence Equation
Ranks 30th in the Global Soft Power Index 2025, driven by cultural influence, future growth potential, and scientific advancements
- India’s ‘future growth potential’ surges to 3rd place, strengthening its position as a global economic force
- Securing 6th place in arts and entertainment, India’s cultural influence remains strong worldwide
- Ranking 8th in space exploration and 18th in scientific advancement, India reaffirms its leadership in technology and innovation
- India ranks 28th for diplomatic influence and leaps 20 spots in global assistance, highlighting its expanding global role
India, ever the vibrant cultural cauldron on the global stage, continues to make its mark, ranking 30th with a score of 49.8 out of 100 in the Brand Finance Global Soft Power Index 2025, a new report from Brand Finance, the world’s leading brand valuation consultancy. This score firmly puts India in the global conversation, with its Familiarity and Overall Influence rankings holding steady at 13th and 16th, respectively—a testament to its presence in the world’s spotlight.
The country’s crowning jewel in this year’s ranking is the Business & Trade pillar where it rose to 3rd place in the ‘future growth potential’ attribute, affirming its growing economic influence and innovative prowess. As a dynamic hub of business and technology, India is leading the charge into the future while its ‘products and brands the world loves’ has climbed one spot to 29th, showcasing the global appeal of Indian products, from tech to textiles, and everything in between.
Ajimon Francis, Managing Director India, Brand Finance, commented:
“India’s appeal lies in its rich tapestry of culture, innovation, spirituality, tech-talent and global partnerships. The country’s rise in global perception reflects a balanced mix of innovation, diplomacy, and deep-rooted culture, holistic wellness & traditions that appeal to both investors and global citizens alike. India’s growing reputation for future growth potential, spiritual healing and cultural influence highlights its ability to navigate the evolving global landscape.”
India’s cultural influence also continues to grow, with the country securing the 12th spot in the Culture & Heritage pillar. Arts and entertainment are a standout area, with India ranked 6th in the world—reflecting its ever-expanding cultural exports, from cinema to music to digital content. Meanwhile the nation’s diverse set of exquisite cuisine remains beloved worldwide with India ranking 11th, while its ‘rich heritage’ also positions the country at 10th place.
In the International Relations pillar, India ranks 34th, underscoring its strategic positioning on the global diplomatic stage. For the second consecutive year, the country holds the 28th place in the ‘influential in diplomatic circles’ category, reflecting its consistent role in shaping international dialogues. India’s ascent is further evidenced by a remarkable leap of 20 places in the ‘helpful to countries in need’ attribute. Furthermore, India’s ‘good relations with other countries’ ranking has risen to 47th, a notable improvement of nine spots since 2024, highlighting the nation’s growing diplomatic outreach and global rapport.
In Education & Science, India ranks 18th in the ‘advanced in science’ attribute, and 24th in the ‘advanced in technology and innovation’ attribute. Most notably, India’s investment in space exploration has placed the country in 8th place.
Brand Finance publishes the Global Soft Power Index based on responses from over 170,000 global participants across more than 100 countries. This comprehensive research assesses perceptions of all 193 United Nations member states across 55 metrics, delivering a detailed view of how nations influence preferences and behaviours on the global stage through attraction and persuasion rather than coercion.
The Global Soft Power Index provides invaluable insights into the evolving dynamics of global influence, offering a benchmark for assessing a nation’s reputation, influence, and appeal.
Global Insights: U.S. Leads Global Soft Power, China Rises to Second Spot
The United States maintains its position at the top of the ranking with an all-time highest Global Soft Power Index score of 79.5 out of 100. Once again, it leads in the Familiarity and Influence Key Performance Indicators (KPIs), three out of eight Soft Power pillars, and ranks highest in 12 out of the 35 nation brand attributes.
For the first time, China has surpassed the UK to rank 2nd with a score of 72.8 out of 100 – its highest ever position. Since 2024, China has recorded statistically significant growth across six of the eight Soft Power pillars, and in two-thirds of measured attributes, stemming from strategic efforts including Belt and Road projects, an increased focus on sustainability, stronger domestic brands, and post-pandemic reopening to visitors.
At the same time, the United Kingdom’s drop to third place behind China reflects a period of stagnation in its nation brand perceptions. While scores remain relatively stable, a lack of progress across key pillars – especially Business & Trade, down to 6th, and Governance, down to 3rd, are an argument that the UK should bolster its Soft Power strategy.
El Salvador is 2025’s fastest-rising nation, climbing 35 spots to 82nd with a +3.2-point increase in its Soft Power score. El Salvador has significantly reduced gang violence and homicides, with improving views of El Salvador as ‘safe and secure’ and ‘politically stable and well governed’. El Salvador has also advanced in Business & Trade – its 2021 decision to accept Bitcoin as legal tender, though controversial, has attracted significant attention.
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