Interview with India’s Rural BPO Guru

Its been almost three years since Businessworld India published a feature on Rural BPO, writing about a company called Lason. Lason had just just set up its first rural BPO unit in Kizhanur village, 50 km from Chennai. The unit was the brainchild of Pradeep Nevatia, then managing director of Lason India, a subsidiary of the $167-million BPO firm Lason. The company’s efforts were arguably one of the first Rural BPO experiments in the country.

Since then, Pradeep has left Lason India to start his own company called Ninestars Information Technology. The Hindu just published an excellent interview with Pradeep, highlighting his vision for the distributed delivery model and rural BPO in India:

As soon as we recognise that BPO and manufacturing are essentially no different, the problem of ‘city vs village’ would vanish. I have personally experimented ‘village BPO’ including the first-ever ‘village BPO,’ and the results are extremely good.

The cost reduces by minimum 25 per cent owing to lower infrastructure cost and manpower cost. The employees stay with their family and spend negligible time and money on travel.
The other important advantages seen are in lower absenteeism, lower attrition and strong discipline leading to higher productivity, quality and employee retention cost.

It will be interesting to see if Ninestars can give much needed momentum to the Rural BPO space.

6 Responses

  1. I am very delighted. THis will truely help most of India’s population. I must say that with more jobs, population will also come down due to these kinds of efforts. Hats off to you for such a good job.

  2. Nayan,

    As I had mentioned in the piece, we are yet to see significant scale in the Rural BPO space. I agree with you that the potential is virtually unlimited.


  3. Sir
    I am a student of rural management and keen in setting up a Rural Rural BPO in Gurgaon… Where can I get the information about

  4. Sir,
    I am very much interested to set up a BPO unit at my own village, but I don’t know how to set up that project, So please let me know where can I get the necessary information to get the things done.

  5. I want to set up a Rural BPO at place in rural Orissa. Please provide me all the details at your earliest convenience.

    Kind regards,


  6. Hi !

    Previously i was worked in ACS india (p) Ltd., and IBM which are BPO process (Accounts). Now, i am interest to Start BPO unit in rural area (Gobichettipalayam, Tamilnadu).

    Please provide an information to set up a Rural BPO and all the details at your earliest convenience.


    With Regards


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