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Art, Craft and Soft Power: India’s Cultural Diplomacy at BRICS 2026
Beyond the diplomatic talks, policy briefings and economic discussions, a quiet layer of soft power was at work during the 18th BRICS Summit in New Delhi. India showcased its rich cultural heritage through arts, crafts and thoughtful diplomatic gifting to create an environment of warmth and mutual respect, making delegates feel welcomed. This was diplomacy meeting culture, where culture acted as an informal ambassador to build connections. It shows how connections extend beyond government agreements to people-to-people ties through the universal language of arts and craftsmanship. Let us look at the cultural symbolism at BRICS 2026.
Illustration by The Geostrata
CRAFT BEYOND BORDERS
The host organisers arranged a visit for the leaders’ family members to prominent cultural institutions like the National Crafts Museum, Hastakala Academy, National Gallery of Modern Art, Pradhanmantri Sangrahalaya and the Central Cottage Industries Emporium. A highlight of this cultural showcase was the BRICS Bazaar hosted at the National Crafts Museum and the Hastakala Academy in New Delhi, which brought together local traditions from the BRICS member states.
The BRICS Bazaar showcased various arts and crafts, from Russian lacquer art and Belarusian willow weaving to intricate Iranian embroidery and Brazilian clay modelling.
Distinguished guests, including Iranian President Masoud Pezeshkian’s daughter, Zahra Pezeshkian visited the bazaar, interacted with artisans and observed the traditional Iranian techniques like Balochi embroidery. These interactions reflected a larger idea that BRICS is not just about geopolitical alignments, but also about using culture to deepen connections between diverse civilisations.
This exhibition also highlighted how ancient trade routes connected cultures over centuries. For instance, the display at BRICS Bazaar included Kashmiri Paper Mache that travelled from Persia to Kashmir long ago, alongside Madhya Pradesh’s Bagh print that is preserved by the Chhipa community who migrated from Sindh. Other crafts included Rajasthan’s terracotta and Kagzi pottery, which has links to the Indus Valley Civilisation and the vibrant Lac jewellery crafted by the local Rajasthani community.
MURAL OF CONFLUENCE
Inside the main Bharat Mandapam building in New Delhi, this spirit of shared heritage came to life in “Sangam”, a collaborative wall mural. This project was led by the Indian Council for Cultural Relations, the cultural arm of the Ministry of External Affairs.
Taking its name from a Sanskrit word for the confluence of rivers, “Sangam” was conceived as a people-centric outreach initiative reflecting India’s Chairship Theme: Building for Resilience, Innovation, Cooperation and Sustainability.
It served as a visual metaphor for diverse cultures and traditions coming together just like rivers from different origins meet and flow in unity. This wide and colourful canvas featured the official Summit logo at its centre, along with the iconic Hawa Mahal of Jaipur in Rajasthan and a pair of Indian elephants. Flowing outward from this central anchor were detailed depictions of flora, fauna and landmark cultural heritage sites of member nations, including elements of Russian artwork and landmarks of Brazil. To mark two decades since the formation of the BRICS grouping, two commemorative postage stamps inscribed ‘BRICS: two decades of cooperation 2006-2026’ were formally released.
VISUAL STAGECRAFT
Moving to the main entrance of Bharat Mandapam, delegates were greeted by a striking visual anchor, a 27 feet large Nataraja statue weighing 18 tonnes. It was originally installed for the G20 Summit in 2023 and continues to serve as an emblem of India’s civilisational soft power. Crafted from Ashtadhatu (a sacred eight metal alloy), using the ancient lost-wax technique, the statue carries forward a centuries-old artistic lineage rooted in the Chola bronze tradition. Its presence at the entrance was far more than an appreciation of craftsmanship. It acted as a subtle bridge between ancient Indian philosophy and modern scientific thought.
The Nataraja form portrays Lord Shiva engaged in Ananda Tandava, the cosmic dance of continuous creation (srishti), preservation (sthiti) and destruction/dissolution (samhara). It is an icon famously celebrated by theoretical physicists like Fritjof Capra and Carl Sagan, who drew parallels between Shiva’s cosmic dance and the dynamic movement of subatomic particles.
In the context of BRICS 2026, the Nataraja statue offered a powerful geopolitical metaphor. It framed the present global transition not as chaotic instability, but as a necessary cycle of balance, renewal and transformation.
Through this visual stagecraft, India subtly reinforced its image as a “civilisational state”, one capable of anchoring high-tech, forward-looking diplomacy along with ancient wisdom.
DEEPENING TIES WITH THOUGHTFUL GIFTS
Beyond the visual side, India’s cultural diplomacy was also seen in the diplomatic gifts exchanged on the sidelines of the BRICS Summit. Moving past mere ceremonial protocol, these thoughtful choices served as quiet tools for building trust, deepening friendships and honouring civilisational respect. The practice of “booklomacy” was vividly demonstrated during PM Narendra Modi’s bilateral meeting with Russian President Vladimir Putin ahead of the BRICS Summit.
As the two nations held discussions to deepen cooperation across defence, energy, trade and civil nuclear power, PM Modi presented President Putin with a specially published Russian translation of ‘Thirukkural’.
This intentional choice was rooted in a historical literary connection. Celebrated Russian author Leo Tolstoy was deeply moved by early translations of ‘Thirukkural’, quoting its teachings on non-violence in his famous essay ‘A Letter to a Hindu’.
‘Thirukkural’ is a timeless Tamil classic, authored by the ancient poet-philosopher Thiruvalluvar, that explores ethics, governance, statecraft, friendship and moral conduct. By gifting this book, India chooses to anchor its strategic alliance with Moscow in intellectual and civilisational harmony. It was a subtle yet powerful reminder that beneath complex geopolitical pacts lies a foundation of mutual values, proving how literature and culture can forge genuine, lasting partnerships.
Diplomacy isn’t just negotiated behind closed doors or written into policy papers. By weaving its rich cultural heritage into the summit’s fabric, from the vibrant craftsmanship at the BRICS Bazaar to the thoughtful “booklomacy”, India showed how soft power builds human-centred connections. The emphasis on soft power gave delegates of BRICS member countries an opportunity to connect on a human and cultural level.
In an era defined by shifting geopolitical alliances and economic friction, India’s approach offers a vital reminder that lasting alliances are built on mutual respect, deep-rooted values and shared stories. When culture takes a stage alongside statecraft, diplomacy gains a soul.
BY RUTUJA GANGURDE
TEAM GEOSTRATA
What a beautifully argued piece — it captures something often overlooked in analyses of summits like BRICS, where the focus tends to stay on communiqués and bilateral pacts. The detail about the Russian translation of the Thirukkural, tied to Tolstoy's A Letter to a Hindu, is a lovely example of how a single gift can carry centuries of intellectual exchange. And the "Sangam" mural feels like the perfect visual metaphor for India's Chairship theme — not just a decorative backdrop but a statement about civilisations flowing together rather than clashing.