Bollywood Boom

India’s Rise As A Soft Power

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The world is feeling the impact of Bollywood like never before. From the Oscar-nominated Lagaan to Bajrangi Bhaijaan to Ae Dil Hai Mushkil, Bollywood has come a long way since the watershed Dilwale Dulhaniya Le Jayenge and the UK Top Ten debut of Kuch Kuch Hota Hai. Where earlier it was in Russia, East Europe and Africa where Raj Kapoor and Amitabh Bachchan enjoyed a devoted fan base, today the entire world is as entertained by the three
Khans as by the international stars Irrfan, Priyanka and Deepika.

In Bollywood Boom, National Award-winner Roopa Swaminathan opens a window to the spectacular success of Bollywood in the twenty-first century and its direct contribution to India’s rising soft power and influence. Using extensive research, a compelling argument and fun anecdotes, Roopa shows how Bollywood not only brings to the country real income through trade and tourism, but also enhances its global standing.