The candidates are generally those who have completed theirgraduation but not been able to land a job due to their inability to compete with their cit

percentage of women."
It is now more than six months since the BPO has started functioning in full steam and it has around 650 employees working in two shifts handling tasks like data capturing, retail loan processing, credit card application processing, etc. The current BPO strength is fUlly engaged in meeting the needs of HDFC Bank but Rajan is confident the operations can be easily scaled up to meet requirements if needed. "We can easily scale up the operations to accommodate more than 1,800 people over three shifts if there are assured business flows," says Rajan, adding "Mutual funds, i nsu rance com pan ies, telecom and other service providers have identical activities, which can be easily migrated to this BPO."
Rajan spearheaded the initiative after a chance encounter with a small BPO at Puttaparthi in rural Andhra Pradesh, run by a band of dedicated entrepreneurs employing a few rural youths from nearby villages. However, he found that this experimental venture was languishing for want of adequate business flows and he arranged to divert some of the processes from the bank to the BPO. "The dedication and commitment of these rural youths inspired a thought in me as to how some of the routine processes of the bank in the metro cities can be diverted to support rural employment in a much larger scale, says Rajan. "It was further strengthened when I met with a dynamic lady called Meera Shenoy at Hyderabad who was working with a team of dedicated Gas in the interiors of Andhra Pradesh with an identical vision. She heads the Employment Generation and Marketing Mission (EGMM) at the department of rural development of the Andhra Pradesh government, mainly identifying and training deserving poor youth from rural areas to take up appropriate employment. We decided to set up the rural BPO at Tirupati where daughters and sons of farmers, laborers, carpenters, weavers, etc, from nearby Villages could be employed. The candidates are generally those who have completed their graduation but
not been able to land a job due to their inability to compete with their city brethren who get better exposures."
Rajan says
convincing and
getting the approval of the bank's CEO and the members of the board on
experimenting with this initiative was not at all difficult, since they immediately appreciated the tremendous value addition that this initiative can have in uplifting rural economy.
The nature of the work of the employees of the BPO largely involves ca ptu ri ng customer data from scanned images of application forms and sending the data back to the central servers in Mumbai. "Since scanned images could be sent over broadband lines and brought back to the central server
as encrypted data files, we could mange the entire activity without any time loss of turnaround time for the customers and without compromising data security," adds Rajan.
INITIAL EXPERIENCES
Durga Prasad, a senior banker, who heads the operations of the BPO at Tirupati, adds: "The boys and girls who joined this BPO are seeing an office environment for the first time in their life. In fact, during the initial days, I was puzzled to see many of them wearing warm woolen clothes despite the humid weather at Tirupati, before I realized that most of them were not accustomed to spending eight hours in an air-conditioned enclosure!" He adds the BPO job has brought in dignity and respect for them and many of them have been able to get rid of their family debts, start educating their siblings and prOVide an enhanced lifestyle to their families. The status of being a BPO employee has also helped some of the girls to get married into respectable families.
As much as 54% of the staff employed in the rural BPO is girls.
Many of them are destitutes, orphans and widows and the BPO has given them an impetus to lead a life of dignity. They work in two shifts, but Durga Prasad manages the shift allocations in such a way that the girls are able to leave office before dusk.
Meera Shenoy, who heads EGMM, says the organization was associated with HDFC Bank even before setting up the BPO and the experience was such that it had no hesitation whatsoever to the idea of a rural BPO. "We readily undertook the initial training aspects, tailormaking it to the needs of the BPO," she adds.
She says three factors influenced her thinking while being associated with HDFC Bank: (i) the impeccable credentials of the bank, (ii) the project is to help rural youth and (iii) it creates job opportunities in the local area instead of the youths having to migrate to cities.
Shenoy says: "This is one of the best examples of public­private partnership and it is a worthwhile model since it aims to create job opportunities for the rural and tribal youths in their area of residence. We have received enquiries from other state governments on this pattern."
She adds: "On our part, we have been trying to impart tailormade training to the youths, as per the requirement of the employers. As an organization EGMM is one of the largest job creators for rural youth globally, having secured jobs to as many as 225,000 youths so far."
TRAINING REQUIREMENTS
Besides the initial grooming support from EGMM, the BPO gives extensive training to the youngsters in handling computers, using software applications and in understanding basic banking products before they are put on the actual job. Durga Prasad says it takes about six months for them to become reasonably skilled and productive. "Each of the employee works with realistic targets in terms of productivity and quality of output. There is a