India secured the 30th spot in the Brand Finance Global Soft Power Index this year, slipping a notch from 2024, when it was ranked 29. However, there are a plenty of positive takeaways as well. The country has been ranked third in the ‘future growth potential’ attribute, reinforcing its economic influence. It is at number 6 in the arts and entertainment space and its investment in space exploration has helped it secure the 8th spot.
For the second consecutive year, India holds the 28th place in the ‘influential in diplomatic circles’ category, reflecting its consistent role in shaping international dialogues. It also posted a remarkable leap of 20 places in the ‘helpful to countries in need’ attribute. As a thriving hub of business and technology, India has climbed a spot to reach the 29th rank in the ‘products and brand the world loves’ index, underscoring the appeal that local Indian products have around the world, from textiles to tech.
Ajimon Francis, managing director, India, Brand Finance, said: “India’s appeal lies in its rich tapestry of culture, innovation, spirituality, tech-talent and global partnerships. The country’s rise in global perception reflects a balanced mix of innovation, diplomacy, and deep-rooted culture, holistic wellness and traditions that appeal to both investors and global citizens alike.”
The top position continues to be occupied by the US, though it has declined on the reputation front on the back of its divisive presidential election campaigns. For the first time, China has overtaken the UK to take the second place, while the UK’s drop to the third spot, reflecting a period of stagnation in the nation’s brand perceptions. Japan and Germany are ranked four and five, respectively. France, Canada, Switzerland, Italy and the UAE hold the next five positions, respectively.
UAE stands out in the report, which has seen all other West Asian nations fall in their rankings, with a slowdown in their soft power momentum. Other Gulf nations such as Saudi Arabia have dropped two positions to 20th, Qatar has dropped one spot to reach 22nd and Kuwait has fallen three ranks to 40.
El Salvador is 2025’s fastest-rising nation, climbing 35 spots to 82nd. The report also notes that nations engaging in hard power tend to see soft power damage – Israel is an example of this, having fallen to its lowest ever ranking at 33 and has fallen 42 places on the reputation metric to rank 121. Russia too remains at 16, strengthened by support from Eastern allies, despite facing tremendous condemnation from the West.
Brand Finance publishes the Global Soft Power Index based on responses from over 170,000 global participants across more than 100 countries. This comprehensive research assesses perceptions of all 193 United Nations member states across 55 metrics.