The pan-India ‘Why We Work’ study, conducted by my firm Avtar in collaboration with EY GDS, was released earlier this month, shedding light on why India works. Drawing from insights shared by over 10,255 professionals (men and women across industries and levels), through surveys, focus groups, and leadership roundtables, this study explains what truly motivates people to work.

Why did we embark on this study? Because most conversations about work focus on the what, how, and where: what work we do, and how and where we do it. We rarely talk about what truly drives people to work every day. Is it just money, or do some of us work for recognition? Or to actively contribute to national growth, perhaps? Understanding the ‘why’ behind every individual’s work is crucial because it can help org

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