Culture refers to the patterns of thought and
behaviour of people. It includes values, beliefs, rules of
conduct, and patterns of social, political and economic
organization. These are passed on from one generation to
the next by formal as well as informal processes. Culture
consists of the ways in which we think and act as members
of a society. Thus, all the achievements of group life are
collectively called culture.
Thus, the purpose of this study was to review the
effect of modern business on Indian culture. The works of
literature were a blend of published papers and articles on
Google Scholar, Research Gate, books, and other journals.
A number of papers were analyzed to bring out the effects
of the modern business on Indian culture and the way it
has impacted the mental health of the consumers. It was
found that the consumers demand for the modern goods
and services but also as per their culture. So the business
entities have to adopt the culture of the surrounding area
where they are implementing their business strategy and
are trying to attract the consumers and also various
programs were initiated by Business firms for the growth
of their business and also to fulfill the cultural demand of
the consumers. Overall, the paper assists in knowing the
effect of modern business on Indian culture.
Keywords : Modern Business, Indian Culture And Hofstede's Cultural Dimensions.