Policy Update
Gauri Khanna
Introduction
Bharat Ko Janiye (BKJ) is an initiative, launched in 2015 by the Ministry of External Affairs (MEA), Government of India, to allow Non-Resident Indians (NRIs), Persons of Indian Origin (PIOs) and foreign youth to connect with India’s rich civilisational heritage, contemporary achievements, democratic values and economic aspirations.
Prime Minister Narendra Modi launched this initiative as part of the 13th Pravasi Bharatiya Divas (PBD) on 8 January 2015. The primary aim of this initiative is to ignite the emotional, cultural, and intellectual connection the Indian Diaspora has with its homeland, India.
Objectives of Bharat Ko Janiye
- Facilitate understanding and knowledge of India’s history, development and economy, geography, scientific advancements, and governance.
- Create relatability for the younger population of the Indian diaspora by highlighting their connection with India.
- Facilitate and inspire engagement in India’s developmental path.
Implementation
Advocating Awareness of India’s Historicity, Progress, Economy, Geography, Science & Governance
The Bharat Ko Janiye initiative is currently being actively engaged as an incentive to increase overseas Indian youth and foreign nationals’ desire to learn more about India through an interactive and structured quiz format. The quiz covers many areas of focus about India, including its ancient civilisation, modern governance, economic reform, scientific & technological advancement, geographical diversity, and democracy.
According to the Ministry of External Affairs, the initiative seeks to share with our diaspora and with the rest of the world about India’s advancements in Science & Technology, Communication, Manufacturing, Industry, etc. The quiz integrates multimedia-based questions (images, videos, and audio), creating an engaging and educational experience through which participants can understand India’s evolution from its historical roots to its current global standard.
Strengthening Connectivity for the Youth of the Indian Diaspora
Participants are encouraged to revisit the breadth of Indian culture and traditions that help them build a heartfelt and historical connection with India’s heritage. PM Modi emphasised that the programme is enhancing the connection between India and its diaspora globally and encouraging the diaspora youth to engage with their heritage using modern channels/applications, thereby developing a contemporary bond with India.
Establishing Cultural Ambassadors of India Abroad
The BKJ initiative is designed to be a vehicle for developing culturally aware and knowledgeable representatives of India all over the world. The programme was open to foreign nationals to project India’s soft power and cultural outreach beyond India’s own diaspora.
Through activities for awareness, engagement in India-centric events, and sharing their own learnings in their respective countries, the participants serve as cultural ambassadors. So far, many winners who have completed the quiz have also taken part in a Bharat Ko Janiye Yatra. Bharat Ko Janiye Yatra is a 14-day trip for top performers who are sponsored as full-time explorers on a “Yatra. They have gone on to represent and promote India’s image through academic, cultural, and diplomatic paradigms. Participants explored India’s infrastructure, including leading governance bodies and scientific institutions, as well as cultural institutions. This experience, in a time-bound manner, allowed participants to directly engage with the present India, transforming them into potential partners in the developmental ambitions of India.
Supporting Involvement in India’s Developing Journey
The implementation of BKJ (Bharat Ko Janiye) is intended to not just educate, but also engage diaspora youth in India’s development story. The content of quizzes is constantly updated to include major initiatives such as Digital India, Make in India, Skill India, and Aatmanirbhar Bharat, to help participants learn about the country’s development priorities.
Bigger Picture in Practice: Soft Power and Global Citizenship
As these strategic undertakings are put in place, the Bharat Ko Janiye initiative is an effective method of public diplomacy. It produces a worldwide band of young people who have sound knowledge of India and have a touch of an emotional relationship towards India, who are encouraged and willing to represent India and act as India’s goodwill ambassadors.
Through its outreach independently to young people with Indian ancestry and those of non-Indian ancestry, BKJ has made significant contributions in helping India build a favourable global image, establishing long-lasting relationships, and creating a generation of citizens who are globally conscious, culturally-centred, and development-driven.
Participation & Performance Overview
Level of Participation
2nd Edition (2018–19): More than 40,000 applications were submitted, which were then reduced to 24 semi-finalists from whom 9 finalists were invited to the grand finale, and medals were presented to the finalists by then External Affairs Minister Sushma Swaraj.
3rd Edition (2020–21): It was completely online, with 4 rounds of elimination that led to the top 15 winners, who were awarded digital certificates to mark the end of the quiz, plus a sponsored tour of India.
Special Edition (AKAM Quiz, 2022): In conjunction with the Azadi Ka Amrit Mahotsav, there were more than 400 winners. 439 winners (from across the global mission) were presented with medals and certificates on 15 August 2022.
Bharat Ko Janiye (BKJ) Quiz | 11 Nov – 10 Dec 2024
The 5th edition of the Bharat Ko Janiye (Know India) Quiz 2024-25 was successfully held online from November 11 to December 10, 2024, by the Government of India. The quiz was intended to improve the knowledge and cultural connection of NRIs, PIOs and foreign youth (aged 14–50), consisting of 30 objective questions to be completed in about 16 minutes.
There were 2 categories for the participants, PIO/Foreigners and NRIs; the top 15 winners of each group (a total of 30) were selected for a fully sponsored two-week BKJ yatra, which included participation in the Pravasi Bharatiya Diwas
Limitations of Bharat ko Janiye Programme – Although a purely digital programme, several diaspora youth remain unaware of its outreach efforts. Strengthening social media campaigns and collaborating more closely with Indian Missions abroad could help improve awareness.
One-Time Engagement – Many participants engage only once during the India tour and PBD. Creating a mentoring network or alumni exchange could foster ongoing involvement.
Duplicate Programming – There is some redundancy with BKJ and the Know India Programme (KIP). There could be significant value in the two programs collaborating or integrating into a unified program.
Positive Outcome
Cultural Revitalisation – Participants form a deeper understanding of India’s civilisation, spiritual values, and inclusive traditions and take pride in India’s pluralism and unity in diversity.
Digital Reach – The online model has democratised access. Youth received training and participated in the programme from over 100 countries, allowing the participants to transcend geographical barriers and make Indian diplomacy human.
Youth Networks and Diaspora Building – A significant legacy of the Bharat Ko Janiye (BKJ) programme is the role it plays in helping to establish a dynamic global youth network that both consolidated and bolstered the cultural and developmental connectivity of youth with India and its diaspora. The programme does not merely end with a quiz or yatra; it represents an introductory experience for further sustained involvement with India’s public diplomacy ecosystem.
Many of BKJ’s cohorts over the years have continued their independent journeys in India by participating in other government-led initiatives that focus on cultural exchange, leadership development, and diaspora engagement.
Conclusion
India’s global identity through youth, “Bharat Ko Janiye”, is not just a quiz competition; it is a tactical vision of India’s outreach to the world. It is a chance for young Indians abroad to connect with their roots and witness India’s modern evolution. With India’s ambitions to become a Vishwaguru (Global Teacher), Bharat Ko Janiye can be a vital link between the past and the present, tradition and modernity, parent state and diaspora.
With appropriate reforms, a larger footprint, and continued fiscal investment, Bharat Ko Janiye has the potential to become India’s flagship programme for global youth engagement and a potent model of public diplomacy in the 21st century.
References
- TNN. (2019, January 15). NRI, PIO winners of the Bharat Ko Janiye quiz are to receive medals from PM Sushma Swaraj. The Times of India. https://timesofindia.indiatimes.com/india/nri-pio-winners-of-bharat-ko-janiye-quiz-to-receive-medals-from-pm-sushma-swaraj/articleshow/67544450.cms
- Embassy of India, Addis Ababa. (2020). Bharat Ko Janiye 2020. https://eoiaddisababa.gov.in/bharat-ko-janiye2020/
- Ministry of External Affairs, Government of India. (n.d.). Bharat Ko Janiye Quiz. https://www.mea.gov.in/bkj.htm
- High Commission of India, Lilongwe. (2024, January 6). 5th Bharat Ko Janiye Quiz launched by the External Affairs Minister. https://www.hcililongwe.gov.in/section/news/5th-bharat-ko-janiye-quiz-launched-by-external-affairs-minister/
- ET Government. (2024, May 15). Bharat Ko Janiye Quiz: MEA engages Maxposure for social media promotion. The Economic Times. https://government.economictimes.indiatimes.com/news/governance/bharat-ko-janiye-quiz-mea-engages-maxposure-for-social-media-promotion/115236540
- Embassy of India, Bishkek. (2025, January). Winners of Bharat Ko Janiye Quiz 2024-25 participate in the India tour and Pravasi Bharatiya Divas. https://indembbishkek.gov.in/news-detail.php?id=72
About the contributor: Gauri Khanna is a research intern at IMPRI.
Acknowledgement: The author sincerely thanks Aasthaba Jadeja and IMPRI fellows for their valuable contribution.
Disclaimer: All views expressed in the article belong solely to the author and not necessarily to the organisation.
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