The Reverse Brain Drain

It has happened finally. We do what others do to us. For many years

country-bred IITians and IIM graduates were lured by phoren MNCs for handsome

remuneration. The ‘other’ land was always perceived to be the land of

opportunities. After years of sulking, it is now time for a getting back at the

so-called brain drain.

The BPO industry in the country has not only changed the power equations, it

also did what no other industry could ever think of–it recruited professionals

of foreign origin to work at facilities in India.

A good example of this is the Delhi-based Tecnovate e-Solutions Ltd. The

company, which is a subsidiary of UK-based e-bookers has started hiring

Europeans in its attempt to service the multilingual customer-base in the

continent.

Prashant Sahni, CEO of Tecnovate e-Solutions, says, "Europeans by nature

are adventurous and we decided to leverage on that mindset. We offered them a

holistic experience of working at world-class facilities while enjoying an

exotic lifestyle."

The company arranges for its employees to undertake short tours in and around

the Capital during weekends. In addition, they are offered free accommodation

and transport so that they don’t have to worry about such nitty-gritty.

The scheme was launched in July last year, targeted at Finnish nationals on

an experimental basis. But the good response made the company extend the scheme

to other countries too.

The model has evoked good response, with most of the new employees coming to

know about it by word of mouth. Kati Koivukangas, travel sales consultant from

Finland, said, "I heard about this scheme from a friend of mine who was

here last year and found it to be an exciting idea. I went to the e-bookers

office and after an interview I got the job."

Koivukangas, 26, studied tourism and has had exposure to the industry. Having

already worked in France, Belgium and Norway, she had no problems shifting to

yet another country. Koivukangas said the main reason why she opted for the job

was because she thought that this was only way she could get to see this part of

the world. She has already visited nearby places like Jaipur, Agra, Bharatpur

and plans to visit neighboring countries as well. Koivukangas is so excited by

the experience that she has already extended her contract by another six months

now and will leave by April next.

The contracts are usually signed for a year but are extended after mutual

consent. Most of the employees usually get placed in Europe in one of the

e-bookers office after their tenure is over.

The international working environment at BPO centers in India has surprised

the foreigners. Ethel Graff, 29, a project leader with work experience of nine

years, says, "I was pleasantly surprised to find that the working

environment was no different than that in Europe."

She arrived in India at the peak of summer in May but says that she has

managed to cope with the weather now. Graff finds the Indian culture

overwhelming and is enjoying the stay, but emphasizes that she is equally

serious about her job here. Graff speaks three languages: French, German and

English.

There are currently 40 Europeans from eight nationalities serving as many

European countries from the Tecnovate office at Okhla, New Delhi. The Finnish

team is the largest with a team of six people and will soon to be expanded to

10. Other nationals include Swedish, Norwegian, French, German, Swish, Irish and

English. Most of the Europeans are multilingual and have had exposure in the

travel industry.

The company has also started recruiting Indians for various European

languages like German and French. Says Sahni, "We have found that the

presence of Europeans has contributed positively in training our local

employees. The foreign employees hold cultural familiarization programs for our

people here."

BALAKA BARUAH AGGARWAL in New

Delhi