The Company We Keep By Divya Khanna ... There are many challenges facing business corporations today-the pandemic we have barely moved on from, economic recession, rapid changes in consumer behaviour and technological and competitive disruptions. These challenges stick out like the visible tip of an iceberg, while culture, the biggest challenge, is like the slow-moving, gigantic mass that lurks deep under the surface. We cannot deal sufficiently with superficial problems if we do not understand the depths that drive them. 'Culture eats strategy for breakfast' is a widely accepted saying in the business world, often attributed to Peter Drucker. This is as true for corporate India as it is for its consumers. Yet, we spend more time and money studying our consumers and their cultures than we do ourselves. The Company We Keep is a market research-based exploration of Indian corporate culture. It looks beyond the glamour and jargon of the business world to individual stories that share real personal insights into the aspirations, vulnerabilities, pressures and possibilities of corporate careers and lives. These are urgent conversations we need to keep having as we reflect, review and decide where we can go from here.
Author
![Divya Khanna]()
Divya Khanna
Divya Khanna is an alumna of the Indian Institute of Management Bangalore (IIMB). Having worked with two of India's largest advertising agencies-Lowe Lintas (now Mullen Lowe) and J. Walter Thompson (now Wunderman Thompson)-she has over 16 years of experience in advertising. She specializes in observing and analysing human lives and behaviour to develop insights and ideas that help build brands