Riyadh: Saudi Arabia is stepping up its soft power outreach to India, with a special focus on Bollywood. The Kingdom recently hosted an “India Week” at the Global Harmony Initiative run by the Saudi Ministry of Media, where Bollywood singer Kanika Kapoor performed. According to Indian embassy officials, cultural exchanges between the two countries have grown rapidly, in line with Saudi Arabia’s Vision 2030 plan.

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A senior diplomat said that as Saudi Arabia shifts towards a post-oil economy, it wants to build a creative economy where revenue can come from film and music festivals, and Bollywood is expected to play a major role in that transition. Saudi Arabia’s push towards Bollywood has been developing for several years. Read Also Cooking Up A Storm With Saina Nehwal: 'I Eat T

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