The hands that held a broom on the ghats of Varanasi were also offering arghya to the sun in worship in the lap of the Ganga. Two moments, two acts—one symbolic, one sacred—both capturing an essential shift that Bharat has witnessed over the last decade under the leadership of Prime Minister Narendra Modi. A shift nudged into being by the man who has become the face of aspirational transformation.
This ‘nudge’ is not loud. It does not dictate. It persuades, suggests, and subtly steers. It is an effort consciously directed at reshaping Bharat’s vision of itself, at reawakening the spirit of a nation that was, for decades, conditioned to believe that it must wait for change rather than create it.
For over seventy years, and even before that under imperialist rule, India was made to think of itself as a follower, not a leader. The ‘nudge’ we now see at play is a corrective force—gently yet decisively reminding a civilization of its innate power, urging 140 crore people to dream beyond limitations imposed by history and reclaim their rightful place on the world stage.
This is a nudge to move from being passive consumers to active creators. From being subjects of a system to being its stakeholders. It is a push to reframe how India views itself—not as a country in need of development, but as a nation already capable of shaping its own destiny.
The Power of a Name
Critics dismiss these efforts as mere optics or clever branding. But in a land where names hold meaning—where gods have a thousand names, each telling a different story—words carry weight. They shape thought. They inspire action. And those who sought to distort our history knew this better than those who now bristle at every colonial cloak being shed.
When Narendra Modi took office in 2014, India stood at a crossroads. The economy was sluggish, corruption scandals had eroded trust, and there was an air of resigned cynicism. The IT revolution had given many a ticket to better opportunities, yet within the country, ambition had begun to shrink. Families nudged their children towards ‘safe’ careers, risk-taking was discouraged, and the entrepreneurial spirit that once defined Bharat had started to fade.
Numbers Do the Talking
And then came a different kind of nudge. The Mera Desh Badal Raha Hai campaign (2016) coincided with Modi’s push to restore faith in India’s potential, urging people to shift from a survival mindset to a growth mindset. Instead of waiting for change, Bharat was told to build it.
The numbers speak for themselves. In 2014, India had just four unicorn startups. Today, there are 111, with a combined valuation of over $350 billion. A shift in mindset has translated into a shift in action. India’s Ease of Doing Business ranking improved from 142nd in 2014 to 63rd in 2020, making entrepreneurship not just an option, but an opportunity.
Over 10 lakh jobs have been created within India’s startup ecosystem. The Production Linked Incentive (PLI) scheme has drawn investments exceeding ₹3 lakh crore, propelling industries like electronics, pharmaceuticals, and textiles into the global spotlight.
The Chaiwala who became Prime Minister didn’t just introduce reforms; he redefined aspiration itself. And a nation that once sought job security is now taking risks, building businesses, and reclaiming its natural instinct to innovate.
Modi’s Personalization of the Nudge
Modi doesn’t just announce policies—he embodies them. His leadership style is deeply personal, using visual storytelling and cultural cues to nudge public behavior. From getting vaccinated on camera to instill trust, to using UPI payments to normalize digital transactions, to draping a gamcha in Assam or donning a paghadi in Rajasthan, every gesture is a carefully placed nudge towards transformation.
Take his redefining of labor dignity: by washing the feet of Shramik working on the Kashi Vishwanath Corridor, by personally honoring construction workers, by consistently using the term Vishwakarma to celebrate artisans, he has engineered a cultural shift where those who build the nation are recognized as its backbone.
When Maldives acted funny, he didn’t retaliate with words. He took a walk along the beaches of Lakshadweep. No aggressive marketing campaign could have done what that simple act did—it nudged people to rethink their travel choices, realigning tourism patterns in a way that was swift and organic. Indians worldwide nudged themselves into reconsidering where they spent their travel dollars. The Maldives’ tourism took a hit, and interest in Lakshadweep skyrocketed.
Interestingly, while there was once talk of setting up a dedicated ‘nudge unit’ within NITI Aayog, PM Modi has made this behavioral shift his personal endeavor. Through his actions, his presence, and his words, he has made nudging Bharat a leader-driven movement.
The Global Nudge: Bharat’s Cultural Ambassadors
Before 2014, NRIs largely viewed India as a nostalgic homeland but not necessarily a place for investment or return. That changed when Modi, addressing a packed Madison Square Garden, flipped the script. He didn’t just ask for their support; he made them feel like co-architects of a new Bharat. When he declared, “India is not a land of snake charmers. We are a land of talent and technology,” it wasn’t just a speech—it was a nudge for them to own their Indian identity with pride.
From Bharat Dekho to Chalo India, Modi has continuously nudged the diaspora to be active participants in the nation’s rise. At Pravasi Bharatiya Divas, he framed NRIs as Bharat’s cultural ambassadors, urging them to shape global narratives about India.
His approach isn’t just about policy; it’s personal. Whether it is embracing the Indian flag at the Sydney SuperDome or leading chants of Bharat Mata Ki Jai in Houston, Modi’s interactions stir an emotional and psychological shift—one that transforms NRIs from passive well-wishers to engaged stakeholders in Bharat’s growth story.
Viksit Bharat: The Next Big Leap
And once again, in his third term as PM, he has planted the seed of Viksit Bharat. Once again, he is orchestrating a fundamental shift in how India perceives itself and, in turn, how the world perceives India.
Viksit – comes loaded not with hope but with trust and determination. With hope comes an element of fear and the possibility of non-realisation. But ‘Viksit’ is a dream already realised in a different time from now and all of us are empowered architects of this dream-come-true in a tomorrow that we know will arrive.
A carefully calibrated strategy of nation-building, where words, symbolism, and presence are leveraged as instruments of transformation defines PM Narendra Modi’s leadership. And the shift is visible across multiple dimensions—from how Indians see their own heritage, to how they engage with governance, and how they redefine their aspirations, India is unapologetically shedding its colonial cloak to embrace a Bharateeyata that dares.
Bio: Harsha Bhat is a versatile writer, journalist, and content strategist with over a decade of experience in storytelling, editing, and campaign curation. Currently working as a freelance writer and content strategist, Harsha has a proven track record of delivering impactful content for diverse platforms, including political campaigns, cultural heritage initiatives, and reputed publications like Swarajya Magazine and South First.