India transitioned from observer status in 2005 to full membership in 2017. The decision to convene the 2023 Delhi Summit virtually has sparked substantive discussions. The paper analyzes the transformation of the image of the SCO within the political establishment, the expert community and the general public for the period from 2001 to 2023. Through an analysis of 2,340 publications from the Indian media, the change in narratives was determined. The study discerns the structural (quantitative and qualitative) dynamics that delineate the SCO’s depiction in the socio-political discourse. While political leaders and expert community expressed interest in the organization’s activities at an early stage, public attention has increased only since 2015. The interaction with the SCO is traditionally viewed in the context of bilateral relations with China and Pakistan. The politicians view the organization as a “balancer” in relations with the United States, assessing the SCO as a tool for increasing India’s presence in Eurasia.