Abstract
India is one of the fastest growing economies of the world and this has led to a lot of executive interest in the country's society and consumers. The understanding of the societal values necessitates the understanding of the culture, which is the fundamental determinant of behaviour in the society. The international companies find it difficult to unravel the complexities of the Indian culture, and myriad behaviour patterns across India. The understanding of these Indian cultural values is necessary as they shape the behaviour both in market and workplace. This paper traces the historical past of Indian society and elucidates some the core Indian cultural values which have been processed and entrenched in the society since ancient times. It is envisaged that it will help in understanding of the Indian society and culture, which would further facilitate the management of Indian behaviour both in the market and workplace.
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