India continues to make its mark on the global stage, securing the 30th spot in the Brand Finance Global Soft Power Index. While it slipped one position from last year, the country’s strong performance in future growth potential, arts, entertainment, and space exploration highlights its expanding global influence. With rising appeal in business, diplomacy, and cultural exports, India’s position as a soft power is steadily strengthening.
India has made significant steps in global influence, securing third place in the ‘future growth potential’ category in the Brand Finance Global Soft Power Index this year. The country also ranked sixth in arts and entertainment, while its advancements in space exploration helped it achieve the eighth spot. Despite a minor slip to 30th overall, India’s position in various key attributes reflects its growing presence on the world stage.
For the second year in a row, India held onto the 28th position in the ‘influential in diplomatic circles’ category, reinforcing its steady role in shaping international discussions. The nation also made an impressive jump of 20 places in the ‘helpful to countries in need’ metric, showcasing its increasing global goodwill. Furthermore, India climbed to the 29th rank in the ‘products and brands the world loves’ index, emphasizing the growing appeal of Indian goods, ranging from textiles to technology.
Ajimon Francis, Managing Director of Brand Finance India, emphasized India’s unique blend of culture, innovation, spirituality, and technological expertise. He noted that India’s growing reputation on the world stage is a result of a balanced mix of modern advancements, diplomatic efforts, and deep-rooted traditions. These elements resonate with both investors and global citizens, making India an attractive hub for business and cultural exchange.
The United States maintained its top position on the index, despite a decline in its reputation due to polarizing presidential election campaigns. For the first time, China surpassed the United Kingdom to claim the second spot, pushing the UK down to third place. This shift reflects a period of stagnation in the UK’s global perception. Japan and Germany took the fourth and fifth spots, respectively, while France, Canada, Switzerland, Italy, and the UAE rounded out the top ten.
Among West Asian nations, the UAE stood out as the only country to maintain its momentum, while others experienced a decline in their rankings. Saudi Arabia fell two positions to 20th, Qatar slipped to 22nd, and Kuwait dropped three places to 40th. Meanwhile, El Salvador made the most significant leap in 2025, soaring 35 places to secure the 82nd position.
The report also highlights the negative impact of hard power on soft power rankings. Israel, for example, fell to its lowest-ever position at 33rd and dropped a staggering 42 spots in the reputation metric, landing at 121st. Russia, despite facing widespread condemnation from the West, held its 16th position due to continued support from its Eastern allies.
The Global Soft Power Index by Brand Finance is based on insights from over 170,000 participants across more than 100 countries. This comprehensive study evaluates the perceptions of all 193 United Nations member states based on 55 key indicators. India’s steady performance in this ranking underscores its growing influence in global diplomacy, business, and cultural exports, reinforcing its position as a rising global power.
