Information Society Watch

May 26, 2006, Ernesto Noronha, Premilla D’Cruz, Economic and Political Weekly

Organisations in the information technology enabled services sector have been very successful in using exclusivist and inclusivist strategies to keep unions at bay. The objective of this article is to illustrate how these strategies play out in call centres in India. These strategies have reinforced the notion of culturalism that aims at winning the “hearts and minds” of employees, by managing what they think and feel, and not just how they behave. The article is based on interviews carried out with call centre employees in Bangalore (Adapted by authors).

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