Avtar Group and EY GDS Unveil Workforce Study at MACC 2025 in Bengaluru

Bengaluru (Karnataka) [India], September 2: Avtar Group, in collaboration with EY Global Delivery Services (EY GDS), unveiled the findings of its large-scale Why We Work study at the myAvtar Career Conference (MACC) 2025, positioning recognition, security, and belonging as the strongest drivers of India’s workforce. The study was launched at NIMHANS Convention Centre, Bengaluru, during Avtar’s flagship career event that drew leading corporates, HR professionals, and academics.

The pan-India research engaged 10,255 professionals across industries, demographics, and career stages between April and July 2025. Of these respondents, 61% were men, 38% women and 1% chose not to disclose gender. Millennials represented the majority at 69%, followed by Gen Z at 16%, Gen X at 14% and older generations at 1%. The scale of the study makes it one of the most comprehensive explorations into workplace motivation in India.

Findings revealed that 92% of professionals want to be known and respected for doing a great job, identifying recognition as the most universal motivator. Security was close behind, with 90% saying they worked primarily to secure their family’s future. In addition, 81% viewed careers as a means of unlocking full potential, with women (85%) reporting a stronger belief in this than men (80%). The survey also reflected India’s bold approach to work: 91% eager to take on challenging assignments, 85% open to feedback, and 81% actively investing in upskilling.

The insights were presented under the “Risk–Resilience–Reward” framework, which positions risk as the spark of modern careers, resilience as the sustaining force, and reward as the outcome. Researchers noted that careers in India are now being shaped as much by uncertainty and disruption — from automation fears to hybrid work challenges — as by aspiration and growth.

Dr. Saundarya Rajesh, Founder–President of Avtar Group, said the study underscores the changing motivations of India’s workforce. “The Why We Work study reveals a profound truth: Indians no longer work just for a paycheck. They work for identity, respect, and purpose. In an age of AI and global disruption, the equation of careers has changed — risk is everywhere, resilience is the new career muscle, and reward goes far beyond money. For leaders, the message is clear: if you want to win talent, you must create workplaces where people feel secure, valued, and inspired.”

Jaya Virwani, Chief Wellbeing Officer and Inclusiveness Leader at EY GDS, added: “The Why We Work study with Avtar will offer a powerful lens into the evolving motivations of India’s workforce. As industries navigate transformation, these insights will be a timely call to reimagine the employee experience in helping leaders design workplaces that are not only future-ready but also deeply human. At EY GDS, we believe purpose, recognition, and belonging will be central to how we engage and grow talent, unlocking potential at scale and shaping cultures that endure.”

The unveiling of the research was one of the key highlights of MACC 2025, which Avtar describes as India’s largest career extravaganza. The conference featured more than 20 prominent leaders, including Pavitra Shankar, Managing Director of Brigade Enterprises; Manjushree Dutta, Managing Director of State Street India; Jayati Singh, CMO of Tally Systems; and Geetha Adinarayan, Chief Architect at IBM. The event included panel discussions and networking opportunities designed to highlight inclusive leadership, future career pathways, and the evolving role of organisations in employee wellbeing.

An awards ceremony was also held at the conference to honour organisations and individuals shaping India’s workforce. Awards were presented by Dr. Saundarya Rajesh, Pavitra Shankar, and Louis Mathew, GDS Enablement Services Leader at EY. The Organisation Award was given to KBR Energy, received by Ms. Geetha Ramamurthi, Managing Director, KBR India. The Career Icons Award went to Shilpi Mitra, Principal Software Engineering Manager, Microsoft India, and Sobhitha Neelanath, Senior Manager, Software Engineering, Salesforce India. The Inspiring Second Career Professional Award was presented to Preethy Senthilkumar, Lead Business Analyst, Zuci Systems India Pvt Ltd.

Avtar Group, founded in 2000 by Dr. Rajesh, has been a long-time champion of diversity and inclusion in Indian workplaces. The firm has advised more than 800 organisations, conducted over 20,000 training programmes, and facilitated the re-entry of 100,000 women into the workforce. Its annual benchmarking studies, including the Best Companies for Women in India and the Most Inclusive Companies Index, have set the standard for workplace inclusion in India.

The detailed Why We Work report will be released later this year, but the insights shared at MACC 2025 already underline a shift in the calculus of careers: professionals are balancing aspiration with risk, demanding recognition alongside security, and seeking rewards that extend far beyond monetary compensation.