Research pick: Avoiding attrition among India’s female IT millennials - "Boosting engagement: the motivational drivers of female millennials in Kolkata’s IT hub"

A study of the information and technology sector in Kolkata, India, suggests that what keeps female millennial employees motivated and engaged at work has less to do with pay and more to do with how they are treated. Drawing on data from more than five hundred women employed across five major IT firms, the research finds that psychological safety and well-being, rather than salary, are the most powerful determinants of motivation and commitment. The term millennial refers to people born any time from the early 1980s to the mid-1990s.

The research, published in the International Journal of Management Practice, uses self-determination theory to investigate what motivates individuals when three fundamental needs are met. These needs are autonomy (a sense of control over one’s work), competence (feeling capable and effective), and connection (belonging and supportive relationships). The research shows that these needs were best fulfilled not by financial incentives but through work environments that promoted trust, inclusion, and personal growth.

Psychological safety, defined as the assurance that one can express ideas, take risks, or admit mistakes without fear of ridicule or punishment, emerged as the single most influential factor driving motivation among respondents. Women who felt able to voice their opinions freely reported significantly higher engagement levels. The study also highlights the critical role of mental and physical health. Workplaces that were attentive to these matters had stronger commitment from employees and ultimately lower staff turnover.

The research also considered leadership style and job design. These factors also shaped outcomes. Female employees who enjoyed autonomy in structuring their tasks, and who had empathetic or transformational managers, showed markedly greater job satisfaction. The research suggests that such leadership fosters a sense of belonging and encourages innovation, particularly important in the fast-evolving world of IT.

These findings challenge the assumption that pay is the prime mover for women in IT here. Instead, emotional and relational factors weigh more heavily. As such, the implementation of flexible work structures, psychological safety, and well-being considerations might help reverse the attrition experienced by the sector in recent years.

Pahari, S., Pahari, M.P., Behera, C. and Polisetty, A. (2025) ‘Boosting engagement: the motivational drivers of female millennials in Kolkata’s IT hub’, Int. J. Management Practice, Vol. 18, No. 5, pp.445–470.