Through its provision of education, medical treatment and small-business support, India has projected considerable soft power in Afghanistan. It provides 2,000 scholarships to Afghans annually for schooling and training in India, including for 500 Afghan civil servants.

China's strength lies in its deep pockets, which are said to have helped it swing deals in its favor. India's advantage lies in public goodwill and Delhi hopes that this and its soft power strategy will help it build sustainable partnerships in Africa.

But there is more to the story than the simple lack of violence. Earlier this month, a call for a public strike by Syed Ali Shah Geelani, the hard-line patriarchal separatist leader at the forefront of last year's anti-India protests, evoked a feeble response in Kashmir.

India's focus on using soft power to enhance trade and investment with Africa is clearly far more appealing to local partners than the breathless grab for resources that Africans have come to associate with most of its other foreign investors.

India's version of the X factor has launched with performances ranging from the amazing to the downright atrocious. What marks out the Indian version of the show is the country's rich and diverse musical heritage, which saw performers try their hand at everything from Bollywood to Bhangra.

“Maritime trade and people-to-people exchanges have drawn us closer. Today, we seek to build a modern and dynamic partnership on the strength of these traditional bonds,” Singh had said earlier after the bilateral meeting with Kikwete.

State Department Award is one of the most prestigious awards by U.S. government, and two American Indians students Aparajit Sriram and Avanti Dabholkar, have bagged it for creating a website named "Cultural Diplomacy With the Muslim World" for its 2011 Doors to Diplomacy Award.

Consumer brands can be seen as an extension of “soft power” which political scientist Joseph Nye broadly defined as a nation’s ability to attract and persuade rather than coerce. In this respect, India certainly has an advantage over China which does not have strong private sector brands in the consumer space, except perhaps in electronics.