When India assumes the rotating chair of BRICS on Jan. 1, 2026, its government is preparing not merely to preside over meetings, but to stage what officials describe as a “national showcase” — a sweeping exercise in soft power aimed at projecting a polished image of the country under Prime Minister Narendra Modi.
The ambition is evident in the blueprint. Government plans suggest BRICS meetings will be held, not just in New Delhi, but across 60 cities in India’s 28 states and nine union territories, thereby turning the presidency into a pan-Indian, pan-regional effort.
A theme song is reportedly being commissioned, cultural festivals re-tooled, eco-friendly Diwali diyas lit with the BRICS logo, holographic light-shows, and state-level festivals such as the Goa Carnival or Kerala Boat Race are expected to acquire BRICS branding.
The timing is significant. BRICS recently expanded to 11 members — including Egypt, Saudi Arabia and the UAE — and India’s presidency will be the first under this broader framework.
As such, Modi’s team sees a pivotal opportunity to reshape the narrative of India’s global role, shifting from traditional diplomacy to a more conspicuous display of cultural and economic leadership.
Modi has also framed his BRICS agenda in fairly bold terms: a redefinition of what the grouping stands for. In earlier remarks, he proposed that BRICS might be thought of as “Building Resilience and Innovation for Cooperation and Sustainability,” emphasising a people-centric agenda anchored in the Global South.
Analysts view several motivations behind the push. First, India’s G20 presidency in 2023 brought global visibility and branding dividends; the government appears keen to replicate that model in BRICS, and convert hosting into leverage for soft power.
Second, with growing friction in global trade, climate and technology arenas, India is positioning itself as a voice for the emerging economies — and BRICS offers a platform. For example, India and Brazil recently held talks amid U.S. tariff pressure on both nations, with the BRICS vehicle cited as the forum for wider coordination.
However, the ambition also carries risks. Beneath the cultural pageantry lies the harder work of coordinating an increasingly diverse club that includes large-powers such as China and Russia, and more recently Middle-East and African entrants. Building consensus on trade, climate finance, technology governance and institutional reform will test India’s diplomatic capacity. Some observers caution that a heavy focus on spectacle could overshadow substance.
Moreover, domestically, the effort demands logistical heft and coordination across governments, municipalities and ministries.
