This chapter investigates how neoliberal globalization is not just an economic concept or an economic condition; rather, it brings with it shifts in the spheres of culture psychology and identity. It specifically analyzes how personality and assessment tests and cross-cultural workshops on identity and difference that are primarily developed from Euro-American psychology are utilized in the Indian information technology and call center industry. The cross-cultural framework developed primarily by Western psychologists provided the most important tools, concepts, and vocabularies to understand “culture” in cultural sensitivity workshops and extended training seminars held for offshore companies, such as in India. These workshops promoted highly reified ideas about culture in which Indian work culture was viewed as inefficient, hierarchical, feudal, and indirect, whereas European culture was framed as egalitarian, professional, assertive, and non-hierarchical. This chapter reveals how neoliberal psychological discourses of self, identity, and happiness are becoming a mainstay of Indian culture and society.