Why We Work – Pan India research by Avtar, sponsored by EY GDS

“Why We Work” is a landmark, first-of-its-kind pan-India research by Avtar, sponsored by EY GDS, exploring what drives India’s diverse workforce.

At a time when the nation is experiencing transformational economic, social, and technological change, this study offers an in-depth view of India’s diverse workforce of over 500 million individuals. Engaging over 10,000 professionals across gender, generation, and geography, this pioneering study explores the forces shaping work motivations and working styles.

Against this backdrop of intersecting realities, the report sets out to answer crucial questions: What does work mean to people across gender and generation in India today? How do marital status, parental status, and geography impact motivations to work?

Through comprehensive surveys and in-depth focus group discussions, the report reveals critical insights into career spurs and working styles, offering organizations a roadmap to reimagine leadership, design equitable career pathways, and build cultures where every professional can thrive.