Professionalism as a soft skill: the social construction of worker identity in India’s new services economy

Once a popular buzzword for multinational corporations, 'professionalism' has now become a common catchphrase in India's emerging services economy. Today, youth aspiring to join entry-level services roles such as those in call centres, retail, and coffee shops undergo intense and regimented trainings to become 'professional', learning to regulate their bodies, behaviours, language, and overall identities, to fit into diverse and fast-paced 'servicescapes'. Whereas literature exploring notions of professionalism in India's growing services sectors has emphasised their corporate-western and disciplinary-ideological dimensions, more recent scholarship has begun to document how workers themselves perceive, experience and shape these notions. Drawing from this scholarship and ethnographic research conducted in a skills training centre in Pune city in western India, this paper explores how professionalism has increasingly become entwined with the discourse of 'soft skills' even at the margins of India's new services economy, and how it is being transmitted, questioned, and (re-)interpreted. The paper thus offers a grounded social constructivist view of professionalism, as not something that is simply imposed unimpeded upon passive neoliberal subjects by a powerful state and corporate actors, but rather as continually inflected by those who profess, teach and embody it, in line with local lived realities, experiences, values and belief systems.