Soft power through WCT20 can help our businesses

Soft power is the ability to connect with others through culture and moral authority that can help influence their attitudes, and over a period of time their behavior to get the desired outcomes

Indian team jersey for ICC T20 World Cup 2024

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TNC Rajagopalan

3 min read Last Updated : Jun 02 2024 | 10:08 PM IST

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India’s soft power is set to go up a notch or two with the T20 cricket World Cup (WCT20) being held this month, partly in the United States. In turn, that can help trade and investment.

Soft power is the ability to connect with others through culture and moral authority that can help influence their attitudes, and over a period of time their behavior to get the desired outcomes. It is a matter of building trust and establishing a positive image and reputation. Sports can play as powerful a role as culture in doing so.

During the freedom movement, the non-violent

Disclaimer: These are personal views of the writer. They do not necessarily reflect the opinion of www.business-standard.com or the Business Standard newspaper

Topics : BS Opinion United States cricket world cup

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