Business to Rural: The Future of IT Outsourcing

Business to Rural: The Future of IT Outsourcing

Kallol Sarkar (IMT Ghaziabad, India)
DOI: 10.4018/978-1-4666-4209-6.ch007


In this chapter, the author investigates the socio-economic impact of the organization on the life of the common people of Uttarakhand, a Simayal village. The author also explores the salient feature or uniqueness of B2R that differentiates it from other urban BPOs in India. The author went through the different processes followed by B2R and highlights the modification they have made from their urban counterparts to determine whether they are following the best practices or not, and if not, where they are lagging. Analyzing the market trends, the author questions if the concept of rural BPO can be an alternative to the highly growing cost structure of the urban BPO sector. By means of local reference, the author focuses on the way the work culture and environment bring about differences in the productivity of the BPO. Finally, the author evaluates the growth story of B2R—how it could become so successful under the initially unfavorable conditions of the remote Himalayan village.
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While city-breeds like us were looking for a house in the serene mountains, hoards of talented youth from the region were migrating to bigger cities to earn a living. Dhiraj Dolwani (CEO-B2R Technologies, Engineering post-graduate from BITS, Pilani, with 17 years of experience in the industry)



Around 3 years back, Mr. Dhiraj Dolwani was on a trip to Uttarakhand. The nature lover visited several known/unknown places near Nainital, Bhimtal, Mukteswar, and while looking for a holiday home in the Himalayas, the idea of setting up a rural BPO where he can employ local young graduates in the hills came up in his mind. Because he always thinks that a peaceful mind cultivates dynamic ideas.

He discussed the idea with Venkatesh Iyer, an IIM-A graduate and an ex-colleague, and was readily accepted for implementation. The two set about giving shape to the concept and in five months, B2R (an acronym for Business to Rural) Technologies emerged (see Figures 1 and 2).1

Figure 1.

IT process outsourcing in the lap of the Himalayas

Figure 2.

Inside B2R systems office, one of the finest workplaces to enjoy worklife


Industry Size/Indian Bpo Industry

In the last few years, the BPO segment has been focusing on re-engineering itself in order to deliver transformational impact to customers. A ‘Verticalised’ approach has been a key marketing strategy – developing in-depth capabilities across the entire value chain in specific verticals. BPO firms are also increasing their onshore and near shore footprint to enable customer entry into local markets; firms have also been actively implementing non-linear growth initiatives that ensure higher realizations for service providers, while controlling costs, facilitating faster time-to-market and improving satisfaction at the clients’ end.

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