With the onset of the 21st century, languages are facing new challenges. Urdu too is passing through a phase that is marked with new scientific and cultural phenomena. Globalisation is posing a threat to world languages. This article takes into account the history of the Urdu language, its script and certain features of the language to assess the situation and suggests some measures that can help Urdu literature and language face these challenges sucessfully in the scenario that may emerge in the years to come.