Soft power: india’s greatest asset

The term Soft Power was first coined by Harvard University professor, Joseph Nye to describe a country’s ability to alter the behaviour of others through attraction rather than sticks or carrots.Everyone is familiar with hard power; the term soft power is quite a rage today. Its usefulness as a descripttive theory has been challenged often, but soft power is still being used as a term that distinguishes the subtle effects of culture, values, and ideas on others’ behavior from more direct coercive measures called hard power such as military action or economic incentives.