In general, European media haven’t shown much enthusiasm or attention toward the EU–India Free Trade Agreement (FTA), even though negotiations on the FTA were concluded last January.

Instead of being treated as a major geopolitical or economic milestone, it has received limited visibility in European press, including outlets based in Brussels, the EU’s political hub.

India is underreported in European media unless there is a crisis, controversy, or major global disruption. Routine developments like trade agreements or diplomatic forums don’t get sustained coverage.

Discourse Shaped by US Media? 

This indifference seems rooted in a broader lack of interest in India stemming from the  so-called “international media” being  heavily shaped by American outlets like: The New York Times, The Wall Street Journal, CNN, etc.

European outlets often follow the editorial priorities of these organizations, which means that tropics prominent in U.S. discourse get amplified in Europe. Topics less emphasized in the U.S. like EU–India relations receive less coverage.

So if the U.S. media doesn’t spotlight the EU–India FTA, European media is less likely to treat it as a major story.

European media attention is currently dominated by Transatlantic relations (EU–U.S.), security issues (e.g.Iran war,  NATO, Russia) and internal EU politics .

In that context, a trade deal with India may be seen as important but not urgent, and therefore gets sidelined.

Underestimating India? 

For example, take the Raisina Dialogue, a major annual geopolitical conference held in New Delhi since 2016.

Despite  high-level global forum attended by renowned policymakers, diplomats, and thinkers it receives little to no coverage in Brussels-based media.

This example reinforces the point that even significant India-related international events are not considered “must-cover” in European journalism.

European media lacks strategic autonomy in setting its agenda and Europe may be underestimating India’s growing importance as a major economy, a geopolitical partner, a counterweight in global power dynamics.

The deeper implication is that media attention shapes political and public priorities. If EU–India relations are underreported, public awareness stays low, political momentum may weaken and strategic opportunities could be undervalued.

Compared to the U.S., China, or Russia, India gets less consistent coverage. Despite optimistic headlines, negotiations between the EU and India have historically been long, complex and on-and-off.

Long-time observers in Brussels on  EU-India relations opine that  there is no real lobby for India inside the EU institutions,  hardly any civil servants of Indian origin,  with  an embassy not really pro-active, and bilateral dialogues lost in bureaucratic red tape where nothing really moves without political push.  So the media remains disinterested.

Lukewarm Interest in FTA 

After nearly twenty years of stop-start negotiations, India and the European Union concluded their negotiations on 27 January 2026 in New Delhi considered to be their largest-ever free trade agreement.

However, strong resistance to the agreements comes from farmers and agricultural groups who fear cheap, subsidised EU agricultural imports will undercut Indian farmers.

Some critics frame the deal as favouring European corporations and opening Indian markets too widely

Trade unions and NGOs argue the deal could harm small industries and workers and benefits may go mainly to large corporations

European NGOs argue the FTA with India could undermine climate policies and prioritize business over sustainability differences in labour standards.

Perhaps the lack of European media interest is due to the uncertainty surrounding the FTA. The billion-rupee question remains: when will the agreement finally be ratified by both sides and implemented?

To date, there is still no clear answer.

Finally, Indian and EU diplomacy should not focus solely on negotiations behind closed doors. They must also engage with the media to ensure the FTA’s significance and progress are clearly communicated.

(The author is an Indian journalist and long-time resident in Brussels who has been covering European and EU affairs for the past four decades. Views expressed are personal. He can be reached at nawab_khan@hotmail.com)