Building Capacities for Rural Employability, Raju Bhatnagar, Head, India Operations, Tata SerWizSol

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Published on February 29, 2008

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Building Capacities for Rural Employability, Raju Bhatnagar, Head, India Operations, Tata SerWizSol

Building Capabilities For Rural Employability R. Bhatnagar Head Operations SerWizSol

Indian BPO Scenario Growing fast Several challenges have emerged Don’t intend to get into details of it during this session – they are well known !

Growing fast

Several challenges have emerged

Don’t intend to get into details of it during this session – they are well known !

Some Pioneers In Rural BPO Other players PURA (Providing Urban amenities in Rural Areas) Bharat Nirman Azim Premji Foundation The TelNet Group of IIT, Chennai Etc Supported by Satyam Foundation - GramIT employs 300 people in three units. GramIT recently won a project from a UK-based company. GramIT (Rural BPO program of Satyam)   Source: ValueNotes Research Based in Puttaparthy has 50+ employees. Handles image-based data capturing activity, electronic records creation for investment products, loans etc. HDFC Bank is a key client. Sai Seva Supported by Lason, Chida Soft is located in Kizhanur village of Tiruvallur District in Tamil Nadu. Employs graduates from the village involved in coding, data entry and auditing legal publishing. Lason India (Chida Soft) Has 10 centers and 60 employees around Chennai. Set up with assistance from IIT Chennai. It provides services like - Translations, plotting data on maps, lead generation for IT companies etc. DesiCrew Solutions Employs about 50 employees in Kuppam (Andhra Pradesh) and in some villages in Uttar Pradesh. Services offered include data entry and data processing.  Datamation group Runs 2,000 telecentres + ten facilities across rural India, offers transaction processing services for a US client, hires graduates in villages around Mysore. Comat Details Name of BPO

Other players

PURA (Providing Urban amenities in Rural Areas)

Bharat Nirman

Azim Premji Foundation

The TelNet Group of IIT, Chennai

Etc

Capability Assessment Carried Out Source - GramIT Correlate to analytical and reasoning aptitude 41.4 36.9 Chemistry 39.2 36.7 Physics 55.2 53.5 Maths 70.1 59.8 English Urban Average (%) Rural Average (%) Subject 80.0 65.0 Language and Communication 70.0 68.0 Analytical Ability 73.0 70.5 Logical Reasoning Urban Average (%) Rural Average (%) Area

Possibly the first voice based work being done from rural India Two functional centres Rural AP, Ethakota (pop 4515, census 2001), 90 seater operation functional since November 2007. Handling telecom related work. Approx 5,000 calls per day. Ramping up to 150 seats by March ‘08 Rural Gujarat, Mithapur, 100 seater operation functional since mid January 2008. Handling telecom related work. Approx 3,500 calls per day Redefined what a call centre agent is – not necessarily a graduate or a Class 12 pass – but one with intent to learn and good communication ability SerWizSol Call Centre Initiative

Possibly the first voice based work being done from rural India

Two functional centres

Rural AP, Ethakota (pop 4515, census 2001), 90 seater operation functional since November 2007. Handling telecom related work. Approx 5,000 calls per day. Ramping up to 150 seats by March ‘08

Rural Gujarat, Mithapur, 100 seater operation functional since mid January 2008. Handling telecom related work. Approx 3,500 calls per day

Redefined what a call centre agent is – not necessarily a graduate or a Class 12 pass – but one with intent to learn and good communication ability

Fade in approach adopted to ensure no dip in quality Additional time spent in imparting training – 2.5 to 3 months in comparison to a 28 day training module Appreciative comments received from end customers Look ahead Start at least 4 more locations in the coming months to handle voice and non voice related work Assess capability to handle English Calls after regional language calls “settle down” SerWizSol Call Centre Initiative

Fade in approach adopted to ensure no dip in quality

Additional time spent in imparting training – 2.5 to 3 months in comparison to a 28 day training module

Appreciative comments received from end customers

Look ahead

Start at least 4 more locations in the coming months to handle voice and non voice related work

Assess capability to handle English Calls after regional language calls “settle down”

Challenges Faced Irregular power and poor / unreliable telecom facilities Virtual absence of computer literate staff Disinclination of supervisors to move to rural areas Transportation difficulties from neighbouring villages Lack of skills required by industry – soft skills / customer orientation etc Intermediate / degree certificates have no value in jobs arena Poor command over English Risk over time – there could be attraction of higher salaries in metros for trained personnel

Irregular power and poor / unreliable telecom facilities

Virtual absence of computer literate staff

Disinclination of supervisors to move to rural areas

Transportation difficulties from neighbouring villages

Lack of skills required by industry – soft skills / customer orientation etc

Intermediate / degree certificates have no value in jobs arena

Poor command over English

Risk over time – there could be attraction of higher salaries in metros for trained personnel

Demand Side Drivers Adequate availability of employable pool Lower salaries – ranging from Rs. 1,500/- to Rs. 4,000/- Enables serving growing domestic market Capitalize on local language skills Serving local and regional government IT development Could possibly alleviate need to migrate to metros Addresses aspects of Corporate Social Responsibility In the long run Facilitate development of rural infrastructure, Improve standard of living, Increase employment opportunities in rural India May even start a reverse migration from urban areas

Adequate availability of employable pool

Lower salaries – ranging from Rs. 1,500/- to Rs. 4,000/-

Enables serving growing domestic market

Capitalize on local language skills

Serving local and regional government IT development

Could possibly alleviate need to migrate to metros

Addresses aspects of Corporate Social Responsibility

In the long run

Facilitate development of rural infrastructure,

Improve standard of living,

Increase employment opportunities in rural India

May even start a reverse migration from urban areas

Supply Side Drivers White collar jobs change the perceived status of the family Quality of life improves since income is not agriculture based Some employed youth opt for higher studies or invest in education of their siblings Women / Mothers of youth want a better life for their children Keen to use opportunities which provide a sustainable way out of the vicious cycle of poverty Provides an option to youth to avoid getting into social problems Helps teenage girls from falling victims to exploitation Vulnerable segments of population like young widows and disabled get a new lease of life Job mobility of employed youth may increase over time with the knowledge of English Hence, extremely motivated and willing to learn – desire to be successful “like the man on TV”

White collar jobs change the perceived status of the family

Quality of life improves since income is not agriculture based

Some employed youth opt for higher studies or invest in education of their siblings

Women / Mothers

of youth want a better life for their children

Keen to use opportunities which provide a sustainable way out of the vicious cycle of poverty

Provides an option to youth to avoid getting into social problems

Helps teenage girls from falling victims to exploitation

Vulnerable segments of population like young widows and disabled get a new lease of life

Job mobility of employed youth may increase over time with the knowledge of English

Hence, extremely motivated and willing to learn – desire to be successful “like the man on TV”

Rural BPO – Some Illustrations

Domestic Worker

 

Agricultural Worker

 

Temple Priest

 

Rural BPO Facility

“ It is difficult to say what is impossible – for the dream of yesterday is the hope of today and the reality of tomorrow” - Robert H. Goddard

“ It is difficult to say what is impossible – for the dream of yesterday is the hope of today and the reality of tomorrow”

- Robert H. Goddard

 

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