Congruence-building on multiple fronts: Indian elite perceptions of EU rule promotion in India during the EU-India FTA negotiations (2007–2013)

How does the European Union export its rules and regulations to its partners during free trade negotiations? While the research fields on EU foreign policy promotion abroad and external perceptions seem to have settled on the notion that the success of EU rule export increases with the internalization of the negotiation partner’s wants, this article challenges this academic consensus. Scrutinizing the EU-India free trade negotiations (2007–2013) where the perception of EU norms turned from positive to inherently negative, the article shows that the Commission successfully constructed the notion of congruence between European and Indian standards on multiple (international, bilateral, regional) fronts during an initial “honeymoon phase” (2007–2011). Yet, once the negotiations’ focus shifted to hard bargaining over core interests, the notion of congruence gave way to tensions and discrepancies, so that perceptions turned negative over the “cooldown” (2011–2013). Analysing claims made by EU and Indian policy officials in four Indian English-speaking quality newspapers—Times of India, Hindustan Times, Hindu Business Line and the Business Standard—the article suggests that the discursive construction of congruence with the local context, however successful, cannot prevail against battles over core interests. Hence, this article provides starting points for new academic junctures in that it introduces a more nuanced understanding of the EU’s approach to rule promotion abroad.