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.