AbstractRecent developments in the field of information technology particularly the emergence of search engines like “Google” and “Yahoo” have created a visible threat to the existence of witty and trained library professionals in this age of information explosion. The traditional practices of acquisition, processing and dissemination as a physical service point has become partially irrelevant in the present age. The present networked environment demands librarians to voluntarily attach or partner themselves in the projects and missions of the university, may it be as a member of the core group involved in curriculum based activities, research work, consultancy or the extension inventiveness. The new molded format of librarianship has been termed as “Embedded Librarianship”. This paper introduces the new model of librarianship and discusses characteristic features and the areas where the librarians’ services could be integrated in the universities.