Triveni Sangam: A Confluence of Faith, Cultural, and Hindutva Diplomacy

The Maha Kumbh Mela was one of the largest religious gatherings in the world. It has historically been a symbol of India's spiritual heritage, drawing millions of pilgrims, spiritual seekers, and international observers. The Maha Kumbh 2025, held in Prayagraj, attracted 66 million people over 45 days, thus serving as a strong tool for drawing vast spiritual tourism influx into India (PIB, 2025). In addition to being a centre of religious and philosophical congregations, it has served as a powerful platform for cultural diplomacy and enhancing India’s soft power. However, the Mela has also highlighted the religio-political undertones that are incrementally shaping India's global and domestic narratives.

Spiritual Tourism

With the involvement of international media such as the BBC, National Geographic, and Discovery Channel featuring Maha Kumbh as a phenomenon of mass spirituality, it has garnered worldwide attention, highlighting India ’s cultural and spiritual richness. Beyond practitioners of Hinduism, the Kumbh attracted international scholars, researchers, and spiritual seekers interested in Hinduism, yoga, and Vedic traditions. International tourism thrived as visitors from 183 countries, such as South Korea, Japan, Spain, Russia, and the United States, among others, were seen at the Sangam Ghat (Times of India, 2025). They engaged with local guides to understand the deeper significance of the event. The participation of NRIs, foreign tourists, and global spiritual organisations thus, transformed it into a platform for cultural exchange.

Moreover, the proximity of Prayagraj to other popular Hindi religious sites bore cascading benefits of the Kumbh beyond itself. Visitors extended their trips to heritage sites such as Varanasi, Rishikesh, Haridwar, and Bodh Gaya, reinforcing India ’s position as a key player in global spiritual tourism. Recognising the potential of spiritual tourism as a bridge for international relations, the Uttar Pradesh government strategically engaged with global tourism and hospitality stakeholders at FITUR in Madrid and ITB Berlin, promoting India as a land of spirituality and innovation (PIB, 2025).

The Indian Tourism Board collaborated with global influencers to attract international travellers beyond spiritual seekers. Capitalising on this opportunity to showcase the diverse elements of Indian culture, performances of renowned members of the Indian performing arts, such as Odissi dancer Dona Ganguly and singers Kavita Krishnamurti and Hariharan, were organised. Further casting the spotlight on Indian biodiversity and enhancing global engagement, the International Bird Festival was organised in parallel, drawing nature enthusiasts and conservationists worldwide (UP Forest Department, 2023)

Branding Maha Kumbh as an international event has led to collaborations with airlines, hospitality chains, and wellness tourism initiatives, reinforcing its soft power influence. To make the experience more structured and accessible, India has integrated digital innovations such as virtual darshans, AI-based crowd management, and mobile apps for navigation.

Cultural Soft power

The Indian government strategically promoted Maha Kumbh as a global cultural and spiritual event rather than simply a Hindu pilgrim destination. The history of India was narrated through wall art as part of the Paint My City initiative, which transformed over five lakh square feet of Prayagraj ’s public areas into an artistic display. Over 7,600 visitors participated in the ‘Jai Gange ’ handprinting exercise as part of this initiative, which consequently entered into the Guinness World Records (DNA India, 2024). By inviting international delegations from UNESCO and other cultural organisations, the Mela was positioned as a world heritage event.

Iconic landmarks like the Ashoka Pillar, the University of Allahabad, and Swaraj Bhawan highlighted the region ’s historical depth and colonial-era architecture. At the same time, the city ’s markets, art, and cuisine provided an authentic cultural experience. Kalagram, a cultural village set up by the Ministry of Culture, celebrated artistic and culinary traditions through interactive exhibitions and performances, fostering cross-cultural appreciation (PIB, 2025). A dedicated pavilion facilitated discussions among tourists, scholars, researchers, and journalists from abroad. Through these initiatives, the Maha Kumbh 2025 reaffirmed India ’s role as a global centre for cultural heritage beyond just a land of spiritual discovery.

Interfaith Diplomacy

Official initiatives encouraging multi-faith participation attempted to utilise Kumbh to reflect India as a pluralistic society. Interfaith dialogue and religious exchange were encouraged through initiatives such as Sarva Dharma Sammelans (All-Faith Conferences), which had representatives from Islam, Christianity, Sikhism, and Buddhism engaging in multi-faith discussions on global peace and spirituality (The Guardian, 2025). Interfaith peace marches and panel discussions in the past have been organised to promote unity, strengthening India ’s image as a secular society. Further, social media platforms have amplified voices from different religious backgrounds engaging with Maha Kumbh ’s traditions.

The culmination of 13 ‘Akhara’ or religious sects at the Kumbh brings the interfaith aspects of Kumbh to the forefront. Balancing tradition with inclusivity, some Akharas encouraged non-practitioners to engage in spiritual discourses. More spaces for dialogue and coexistence can help integrate diverse perspectives while respecting Hindu traditions. A collaborative effort between the government and the Akharas can foster a more tolerant and faith-sensitive environment in India.

Cultural Diplomacy

“Cultural diplomacy programmes now tackle issues such as social cohesion, racism, inequality, discrimination against minorities and migrants, the cultural dimension of inter-religious issues and post-conflict resolution. Culture can thus open up pathways for more complex political diplomacy as it is a way of kickstarting dialogue.”(UNESCO, 2022). Recognition of the Maha Kumbh as a UNESCO intangible cultural heritage has elevated India ’s diplomatic and spiritual stature (UNESCO, 2018). Leveraging Kumbh ’s universal appeal to promote cross-cultural dialogue, a conscious effort has been made by the government to integrate the Kumbh narrative into its foreign policy, opening avenues for new alliances.

The presence of foreign diplomats, researchers, and international celebrities in the latest edition of Kumbh helped project India ’s soft power and cultural diplomatic potential. It has opened doors for India to show rather than tell international agents about its culture by eliminating the formerly restricted exposure of intergovernmental and diplomatic efforts around Delhi. This unique form of intercultural dialogue has the power to bolster and renew multilateral cooperation beyond competing interests to promote the global public good.

The Hindutva Influence

Saffronisation—a process associated with Hindu nationalism within a secular state—aims to reconstruct an imagined past of India defined by Hindu unity (Dey, 2024). While the Maha Kumbh serves as a soft power tool, it has also been increasingly co-opted by Hindutva-driven narratives. This is reflected in the event ’s branding, where narratives emphasise India as a Hindu nation, sidelining its secular identity and underscoring its role in promoting a Hindutva-driven diplomatic shift.

Foreign diplomats attending Maha Kumbh are often exposed to these narratives, further integrating them into India's soft power diplomacy. The display of flags from 125 countries at Prayagraj during the Kumbh highlights India's strategic intent to merge religious diplomacy with its foreign policy objectives. By inviting 190 global delegates to experience the festival, India leverages the Kumbh as a diplomatic engagement tool, subtly reinforcing Hindutva ideals concealed under cultural unity.

This reflects a broader trend in which Hindu nationalism has begun influencing India ’s foreign policy and diplomatic traditions. By projecting Hindu traditions as “Indian-ness," Hindutva diplomacy is gradually replacing traditional Indian diplomacy, which was rooted in non-alignment and a broader pluralistic identity. The transformation is evident in the Indian Foreign Service (IFS), where increased emphasis is being placed on Hindu texts and narratives of Indian exceptionalism based on its ancient Vedic heritage (Singh & Winter, 2023).

Conclusion: Cultural Diplomacy vs. Hindutva Diplomacy

Cultural diplomacy can open pathways for political diplomacy, promoting dialogue on common global concerns through shared values and traditions. It enhances international relations by addressing misinformation, social inequalities, and conflict, among other issues. The Maha Kumbh speaks to the potential of cultural practices as a bridge for intercultural dialogue. By showcasing India ’s heritage and traditions, the Kumbh creates opportunities for cross-cultural learning and showcasing India’s soft power. While it fosters inclusivity on a global scale, the increasing infusion of Hindutva ideology into the Kumbh Mela poses challenges. The narrative shift from a secular, inclusive representation of India to a majoritarian, Hindu-first perspective alienates religious minorities and international allies who value India ’s historical secular practises and inter-faith diversity.

The Maha Kumbh Mela is undeniably a significant cultural and religious event that enhances India ’s global soft power. As a tool of cultural diplomacy, it provides a unique platform for spiritual tourism, interfaith dialogue, and international engagement. However, its increasing alignment with Hindutva politics raises concerns about the future trajectory of India ’s diplomatic identity.