This constructivist qualitative enquiry reveals a multiplicity of implicit theories of creativity extant in Indian culture with generic and domain specific usage of indigenous terms. Creativity was dominantly construed as a faculty of the nature of 'pratibha', in keeping with Indian philosophical thought, and with reference to the self, with participants invoking the holistic self, cognitive self, experiential/ emotional self and physical self to describe creativity. The sense of creativity in these seemingly disparate, self-based construals, the uncovering of which is the unique contribution of this study, derived from the person's experience of a sense of agency, rather than merely the production of novelty per se. This emphasis on process; novelty being central for some but epiphenomenal for others; the varied meanings of 'newness'; experiencing creativity as self-expression, self-extension, self-fulfillment and self-actualization; and equating creativity with the act of learning reflect distinctive elements of implicit theories that have emerged in this study.