The article focuses on the evolving nature of self of professionally qualified technocrats in India. It contributes to the growing literature on the nature of evolving self as a result of the process of West-led modernisation and the spread of free market capitalism across the globe. It reports the findings of a study of organisational culture in a high-tech joint venture in India. The factor analysis indicates the existence of individualistic as well as collectivistic tendencies amongst the educated professionals. This duality has been conceptualised as "indi vidualised familial self" amongst the qualified technocrats in India. The study suggests the need for similar explorations in different countries to understand the impact ofglobal forces of change in varying cultural contexts.
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