Companies like Coca Cola, Accenture, Marico, Mahindra & Mahindra, Axis Bank, Mindtree, Myntra and SAPare recognizing the power gen Y employees and engaging them. They are making their work place fun with inclusivity, participation, empowerment and career progression. These IT companies are pursuing this through technology, cross-functional exposure, challenging roles, global experience, mentoring and reverse mentoring, and social engagement initiatives. Companies like Accenture is taking feedback from young employees and incorporating the same in their policies. It is collecting the information from social media sites and company intranet to know their feedback about work environment, rewards, recognition, leadership and culture.