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‘Wed in India’ makes sense and it isn’t about soft power
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₹4.74 trillion, with about 3.8 million weddings conducted during this period. The equivalent ‘market size’ in the annual marriage season of 2021 was paced at ₹3 trillion and in 2022 at ₹3.75 trillion.
India needs to make more comprehensive efforts to build its soft power than relying on a few affluent individuals getting married in exotic destinations. Moreover, in the contemporary world, soft power alone may not suffice; a combination of both soft and hard power—what is known as ‘smart power’—is required.
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