Since the rural BPO will mainly cater to the incremental business from the urban areas, it may not have much of an impact on the continuing sustainabi

dashboard that monitors and congratulates better performers and motivates the slower ones," he says.
As much as 46% of the employees hold BA degrees, 35% BCom, 15% BSc and ]% each MA, MCom, MSc and MBA. "However, since most of them belong to the lowest strata of society, they had very harrowing experiences in taking up education and even in living a normal life. They had no background of English and would never have got jobs elsewhere," adds Durga Prasad.
WHY TIRUPATI?
Why was Tirupati chosen as a location? Explains Rajan: "The concept of a rural BPO necessarily requires the location to be a small town with close proximity to the rural areas. The town should be small enough to attract the rural youth, but have sufficient infrastructure to provide broadband connectivity and continuous power supply. One of the main reasons for locating it at Tirupati was the excellent support that we received from EGMM in identifying and preparing educated unemployed rural youths for our selection process. They also verify the background and integrity of the candidates which accelerates our recruitment process."
Rajan is very happy to replicate this model in any other states in India. "However, dedicated support from the concerned state governments and an assurance of steady flow of processing business is critical for the viability of such ventures," he adds.
Rajan is also very emphatic when he says that migrating work from urban BPOs to rural sites is not an issue since there are enough alternative employment opportunities for the trained BPO staffer in urban areas, which is demonstrated in the high staff turnover levels in such BPOs. Since the rural BPO will mainly cater to the incremental business from the urban areas, it may not have much of an impact on the continuing sustainability of the Metro based BPOs.
CHALLENGES IN SETTING UP A RURAL BPO
ADFC faced several chaJlenges in locating the BPO in a
remote town like Tirupati and making it functional. First of aJl, it was difficult to persuade software vendors and service staff to provide ongOing support in remote locations. Transportation and instaJiation of the hardware was also a tedious exercise. Secondly, connectivity was a major issue. While BSNL connectivity was readily available, it was important to have a second service proVider for business continuity. Lastly, it was essential that a steady and continuous supply of electric power was available to ensure that the work in the BPO is not interrupted by unscheduled power cuts.
To mitigate the above constraints, the bank's IT team
persuaded its
software and
hardware vendors
to go to Tirupati to set up the required infrastructure for the BPO. They also persuaded Bharati Airtel to start offering its services to help the BPO build its redundancy. While power supply had
been erratic, the BPO managed with gensets, though it is more expensive.
Explaining how sustainable and economically viable this business model has been, Rajan says the work that is getting migrated to the rural areas wiJl be delivered at a cheaper cost over a period of time. Besides, the quality of work will be at least equal to, if not better than the output from urban areas. Besides, the reduced attrition level is a major attraction to shift BPOs to semi urban towns.
Rajan feels that the rural BPO model is simple enough for other banks to set up similar ventures in rural and semi urban towns. "This is an idea which I wiJl be happy to share with others who have a similar vision."
CORPORATE SOCIAL RESPONSIBLITY
He says a rural BPO is not only a sustainable business model, but it is one of the best alternatives to develop the rural economy. "It proVides steady alternative income growth for the rural population, which is otherwise largely dependent on the vagaries of nature."
He is very optimistic that this initiative, to a great extent, could trigger a revolution to restrict the migration of rural people into urban areas and pre-empt a demographic disaster. Besides proViding jobs to the educated unemployed in the rural areas, such ventures can also prevent large scale migration of rural populace to the urban areas. [n addition, this will facilitate setting up of infrastructure in rural and semi-urban areas like roads, power supply, broadband connectivity, etc.
"I am happy to share with you that I have enquiries from at least two state governments on starting similar projects and ready to replicate this venture. The very fact that this initiative has stimulated similar thought process in high places itself is a very rewarding feeling."