Paper short abstract:

The reach of India’s soft power is debated and challenged. People of Indian origin in South Africa have sustained the heritage of Indian cuisine till present. Indian food remains as one of the most accountable ways in which it could be recognised as a contribution to soft power initiatives.

Paper long abstract:

Since the emergence of India as a major role player in the global arena, development of India's soft power has been seeking attention. The doyen Nye (1990) coined the term soft power nearly 2 decades ago and defines power as the "ability to affect others to get the outcomes one wants" (1990:61). His explanation of soft power is one of persuasive power, which is based on the concept of attraction and influence in relation to intangible power resources such as food, music, technology and Bollywood which can create ideologies and sustain various global institutions (Nye, 1990: 63). The migration of Indians to South Africa represented broad regional diversities of India and enhances the widespread sharing of soft power resources such as food. People of Indian origin in South Africa have contributed towards the food consumption patterns of many South African citizens, especially those living in the city of Durban. Various cuisines allow people to make connections as well as explore controversies that are not necessarily about food. Food is an expressive means through which identity can be articulated and reinforced, which People of Indian Origin (PIOs) in South Africa have creatively asserted. Anthropological studies accounts for a variety of cultural studies of food. A recent qualitative study applied the views of Nye (1990) and Long (2004) to its methodology to ascertain its usefulness in understanding issues of interlinkages among PIOs in South Africa.