From the bustling streets of Mumbai to the cinema halls of London, New York, Dubai, Lagos, and Beijing, the vibrant, song-and-dance-filled extravaganzas of Bollywood—the popular Hindi film industry—have captivated global audiences for decades. More than just entertainment, Indian cinema, with Bollywood at its forefront, has emerged as a formidable cultural force, a “soft power” asset that projects India’s narratives, values, and artistic dynamism to the world, fostering connections and understanding across diverse cultures.
The international appeal of Indian cinema is not a recent phenomenon. Films by iconic directors like Raj Kapoor found devoted audiences in the Soviet Union, Eastern Europe, the Middle East, and parts of Africa as early as the 1950s and 60s. Songs like “Mera Joota Hai Japani” became international anthems. However, in recent decades, particularly with globalisation, increased diaspora populations, and the advent of digital platforms, the reach and influence of Bollywood have expanded exponentially.
Today, Bollywood films are regularly released in over 100 countries, often with subtitles or dubbing in local languages. Major production houses like Yash Raj Films, Dharma Productions, and Eros International have established robust international distribution networks. The overseas box office market contributes significantly to the overall revenue of mainstream Hindi films, often accounting for 15-25% of total earnings for big-budget productions and sometimes much more for films that strike a particular chord internationally. For instance, films like “Dangal” (2016) achieved unprecedented success in China, grossing over $190 million, far exceeding its Indian box office collections, and sparking widespread discussions about Indian family values and female empowerment. Other films like “Bajrangi Bhaijaan”, “Secret Superstar”, and “Hindi Medium” also performed exceptionally well in markets like China, Turkey, and beyond.
Several factors contribute to Bollywood’s global allure. The universal themes of family, love, sacrifice, good versus evil, and aspiration resonate across cultural divides. The opulent production values, colourful costumes, elaborate song-and-dance sequences (a unique selling proposition), and charismatic stars create a distinct and engaging cinematic experience. Indian music, an integral part of Bollywood films, has also found a global following, with film songs often topping charts in South Asian diaspora communities and influencing musical trends in other regions.
The Indian diaspora, estimated at over 32 million people worldwide, plays a crucial role as cultural ambassadors and a primary audience for Bollywood films overseas. However, the appeal now extends far beyond Non-Resident Indians (NRIs) and Persons of Indian Origin (PIOs). Local populations in many countries in the Middle East, North Africa, Southeast Asia, and even parts of Latin America and Europe are increasingly drawn to Indian cinema. Film festivals dedicated to Indian cinema are held regularly in major cities worldwide, from London and Toronto to Busan and Melbourne, further promoting its visibility.
Bollywood’s influence is also visible in global fashion trends, dance styles, and even culinary habits. Indian actors like Akshay Kumar, Amitabh Bachchan, Shah Rukh Khan, Aamir Khan, Salman Khan, Priyanka Chopra Jonas, and Deepika Padukone have become international icons with massive global fan followings. Their presence at international events and collaborations with global brands further enhance India’s cultural footprint.
Recognising its soft power potential, the Indian government has also actively promoted Indian cinema internationally through cultural exchange programmes, participation in international film festivals, and co-production treaties with other countries. Digital streaming platforms like Netflix, Amazon Prime Video, and Disney+ Hotstar have played a transformative role, making a vast library of Indian films and series accessible to a global audience at the click of a button, transcending geographical barriers and traditional distribution models. As of early 2025, these platforms continue to invest heavily in Indian content, recognising its immense international appeal.
While challenges like piracy and competition from Hollywood and other regional cinemas exist, Bollywood’s global journey is a compelling story of cultural export and influence. It is a vibrant spectacle that not only entertains but also subtly shapes global perceptions of India, fostering a sense of familiarity and appreciation for Indian culture, making it a powerful and perhaps one of the most enjoyable instruments of India’s soft power diplomacy.
