Anthropologists have toiled with the idea of tribes and peasants for a long time. It is time to think of expansion of the purview of anthropologists in India. The enrichment of the subject is possible only through relevant studies of contemporary issues in human society. This paper attempts to introduce a branch of anthropology, which is a recent one, and it also attempts to discuss through real cases how anthropologists are making significant contributions to the corporate world. Towards the end, the author has highlighted areas of research where anthropologists can work and prove their worth. It is also an alternate professional option and a lucrative one too.
Corporate, Organisational behaviour, Consumer, Market
