India banks on yoga export: Blending soft power and commerce
India is banking on the global popularity of yoga to cash in on the success of its most famous cultural export. In the recently unveiled new Foreign Trade Policy, yoga has been included under the services export section, a move that shows the government’s enterprise in leveraging its soft power.
The trade policy focus on the ancient Indian discipline of wellness has come in the run-up to a host of events India will be hosting for celebrations relating to the International Day of Yoga on June 21, a pioneering step that was possible only with India’s proactive diplomacy.
The new trade policy aspires to make India a star player in world trade by 2020 – currently Asia’s third largest economy accounts just about 2% of global trade.
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