Drawing on Lewis, Rapoport, and Gambles’ [(2007). The constraints of a ‘work–life balance’ approach: An international perspective. The International Journal of Human Resource Management, 18(3), 360–373] critical treatment of ‘work–life balance’ (WLB) as a western, neoliberal discourse with problematic assumptions of gender and culture neutrality, this study examines the ways in which WLB discourse(s) are translated and adopted within transnational call centres in India. Discursive understandings suggest that work–life balance negotiations are filtered through two dominant discourses: neoliberalism/individualism and collectivism–paternalism. The contradictions between these discourses are explored using Critical Discourse Analysis by examining qualitative interviews with 50 call centres in South India. Analysis reveals that work–life balance terminology and discourses were used to describe a form of ‘global modernity,' an extension of professionalism and neoliberal working practices. On the shop floor howe...