Nasscom asks BPO sector to 'become world worthy'

The rebranding effort aims to change perception of Indian back office sector to one of helping clients transform their business in a globalised environment

The National Association of Software and Services Companies (Nasscom) has launched a rebranding effort that aims to change the perception of the Indian back office sector to one of helping clients transform their business in a globalised environment. The business process management (BPM) sector in India is at the crossroads of being one obsessed with cost and process to one that can drive value for customers.

Traditionally, the sector is considered one that does low-end work for global clients.

At the two-day Nasscom BPM Strategy Summit 2015, the industry body launched its ‘Become World Worthy’ campaign with the aim of dispelling perceptions in the minds of potential employees, colleges and people who look at new job opportunities outside their traditional workplace.

“This an no more an industry that handles low-end commoditised work or focuses on wage arbitrations. This industry actually employees a very different kind of talent and has brought on board a lot of technology and technology partnerships,” said Keshav Murugesh, chairman, Nasscom BPM Council.

India’s share of the global $177 billion BPM sector stands at 38 per cent. Over the past five years, revenues from the sector grew 12 per cent annually to $26 billion. Nasscom claims BPM sector revenues are set to grow to $50 billion by the year 2020.

Being the leader, the country is now being looked at as a driver of change when it comes to the perception of the sector, which is tainted with falling prey to newer technologies such as Robotic Process Automation (RPA).

According to NASSCOM, nearly half the employees in India's BPM sector have professional degrees in engineering, accountancy and business management. It employs nearly 10,000 people each with medical degrees and doctorate degree holders. The remaining are graduates.

Through the campaign, NASSCOM will look to showcase careers that the industry can offer and will reach out to employees, prospective employees and influencers. Moreover, the industry body and its members will work with the skills development council to build curriculum and courseware for some identified high-growth verticals in the BPM sector.

With the market for BPM exports is expected to grow at 11-12 per cent on a year-on-year basis there's a real need to ready a talent pipeline for skilled people.

Attrition in the sector is between 18-20 per cent and has declined over the past few years given the changing perception of the BPM sector in Tier-I cities. However, with 60 per cent recruitment happening outside Tier-I cities, it's imperative that the rebranding campaign work.