Publication

Abstract : New paradigms of doing business are evolving as the world is struggling with a financial crisis. It has become a compelling need for business enterprises to explore innovative solutions to overcome this crisis. The voluntary organisations are establishing social businesses as corporate entities and are embracing social responsibility projects. The distance between philanthropy and business is being substantially reduced. The emerging success stories of new age business entrepreneurship reveal the insights expressed in ancient Indian literature, which has struck deep roots in Indian ethos – the Yagna Spirit, which is becoming a new age business dynamism. 1) This paper1 discusses the concept of Yagna from the entrepreneurial perspective and makes an attempt to develop the core philosophy of Yagna Entrepreneurship; 2) It elucidates the traits of Yagna Entrepreneurs and traditional business practices influenced by the spirit of Yagna in the contemporary business context.