In Indian contexts, duty and obligation—what one must do because of role, relationship, or moral requirement—function as powerful motivators. People act not merely because they desire outcomes but because they are obligated to act. The student’s duty is to study; the parent’s duty is to provide; the employee’s duty is to work diligently.
This duty dimension creates motivation that is robust to fluctuating desire—the obligation remains even when enthusiasm wanes. Duty is framed as what one must do, not what one wants to do. The vocabulary of kartavya (duty), farz (obligation), and zimmedari (responsibility) establishes moral requirement rather than personal preference.
When motivating Indians, framing as duty can be powerful—this is what you must do given your role and responsibilities. When understanding Indian motivation, recognize that obligation creates effort even without desire.
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