Call centres is a fast growing industry, attracting more and more people. The work schedule that most Indians are exposed to is a 9 to 5 job culture with some exceptions. Most people prefer to work in government service due to the security, associated with the job. However this notion is changing rapidly with youngsters choosing to work in private sectors. These jobs have a minimal security but pay packages are great. This is leading to a new work culture, that is 24x7 work culture. It is interesting to see that this type of work culture is very rampant in developing companies. Changes in the work cultures impacts the other spheres of the employees life. The changing culture is also accompanied with a new trend where employees choose to change their jobs like changing their wardrobe. Changing jobs often is no longer viewed as lack of loyalty but as a new trend. This changing work culture is creating an impact in the urban areas especially in major cities of India. The study focuses on the changing value system of these employees. What is it that is driving these employees to work in this industry at the cost of one’s family relationship and health? Why this industry?