"DesiCrew is a new generation service provider leveraging the power of rural Indian workforce to deliver a range of BPM services to Corporates. "

1. IIMINDORE•DESICREW
CASESTUDY

2. DESICREWCASESTUDY
ImpactSourcing -How to Scale?
“ImpactSourcing will be11% oftheBPM marketby 2015 @ US 21bn”
– Accenturein2012 based onforecasts fromAvasant in 2011
“ImpactSourcing is 12% oftheBPM Servicesmarket”
– EverestGroupin2014
Yet,ifoneobserves theactualdata intermsofrevenues ofallImpactSourcing Service providers,theresultis not evena
fractionofwhat is statedabove. While theimpactofthese players including DesiCrew cannot bedenied,thequestion is
to understandwhatisgoingwrongandhowtomakeitreal.
Impact Sourcing is defined as employing socioeconomically underserved individuals as principal workers in the BPM
sectors to provide high-quality, information-based services to domestic and international clients. Impact Sourcing is
viewedasaneffectivemarket-basedsolutiontopovertyalleviationandshowsthepotentialtocreatemillionsofjobsforthe
youngandthoselivinginpoverty.
MarketLandscape:
India is the world's biggest outsourcing destination in terms of financial attractiveness and business environment,
accordingtoastudy publishedbyaLondon-basedglobalmanagementconsultingfirm.Howevertilladecadeago,BPM in
theIndianMarketwas anemergingconcept.Thesegmenthas nowmaturedintoaINR 23,000croreopportunity.Thethird
partyBPM industry currently employs over2,40,000 people.BFSI andTelecomarethekeysectors thatdrivedemandfor
Outsourcing andconstitutetonearlytwo-thirdsofthedomesticBPM market.TheDomestic BPM marketis likelytosee a
surge ofdemand fromSunrise segments such as Government and eCommerce. Also, theTop-15 BPM service providers,
who constitute 80% of the eBPM market in terms of value, are shifting their operational focus to low-cost tier III and IV
towns.
As theBPM sectorcontinuestomatureandevolvenewmodels,organisationsarebecomingincreasinglyfocusedaround
'responsiblebusiness' whileaddressing ever-increasingemploymentcosts inurbanareas.TheIndianIT-BPM industryhas
over the years evolved into a dynamic, knowledge-oriented sector that has become one of the most significant growth
driversforthecountry'seconomy.
Thefollowing infographic gives anoverview ofthedomesticBPM market:
Domestic BPM Split (in value)byVerticals Serviced
Source :ValueNotes Research
Banking&Telecomsectors constitute over 2/3rdsofthedomesticmarket.Exceptional
growth inthetotalnumber oftelecomsubscribers anddigitizationofbankrecords has
fueledthedemandforBPM services fromthese sectors.
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3. DESICREWCASESTUDY
Domestic BPM Split (in value)byVariousServices Offered
Non-Voice Processes, which includes backend processing such as Digitization,
Scanning,Indexing, Data Entry,Printing,as well as vertical-specific work,currently
constitute alittleover halfofthecurrentdomesticBPM market.
Source:DomesticBPM market2016 -OntheCusp ofTransformation, Nasscom/valueNotes
DesiCrew– AnIntroduction:
DesiCrew is a new generation service provider leveraging the power of rural Indian workforce to deliver a range of BPM
services to Corporates. With services built on delivering world class quality and cost efficiency, it propagates inclusive
growthforruralIndiabyprovidingthemwithjob&wealthcreationopportunities.
Incubated in IIT Madras in 2007, DesiCrew has successfully demonstrated how rural BPMs can uplift rural livelihoods.
DesiCrew, over9 years, has builtahigh maturityinBPM process execution,constantlymeetingSLA ofits 20 clients that
include India's top 5 insurance companies, top-tier IT& ITES companies and the country's premier education institutions.
DesiCrewhaspartneredwith~60% ofotherruralBPM unitsinjointprojectexecution,trainingetcacross12statesofIndia.
In order to validate the key assumptions behind this model related to social impact, it has worked with Social Audit
Network-UK to publish theSocial Audit Report,thefirst one amongst theImpact Service providers across theworld. The
audit report published after due diligence evaluated the effectiveness and alignment between goals and impact by
interactingwithallthestakeholders,employees,community,formeremployees,clientsandGovernment.
TheRoad Ahead -Is Marketing theSolution toScale ImpactSourcing ?:
AllovertheworldandspecificallyinIndia,thecustomersofImpactSourcingServiceprovidersratetheservicesonparwith
the traditional service providers. In addition, 15%-40% lower attrition compared to urban centers makes it a compelling
valueproposition.
TheValueof ImpactSourcing is Business Process Service,butwith Optimized Results.
1) Low Costs:
• Significant Cost Savings (70%+) over source locations inUS/UK
• Cost comparable orlower thantraditional BPMs.
Source :ValueNotes Research

4. DESICREWCASESTUDY
2) Proven,Reliable Service Delivery:
• Performancecomparable totraditional BPMs.
• Trackrecord ofmeetingclient SLAs/KPIs and expectations
3) Large and Untapped Talent Pool:
• Alternative tosupplement traditionaltalent pool.
• Vernacularlanguage capabilities
4) Stable and Engaged Workforce:
• Lower AttritionthantraditionalBPM employees.
• Motivated Workforce
5) Social Impact
• Direct Impact (Individuals and Families)
• Indirect Impact (Communities, Local Economy,Support Systems)
Source :TheCase forImpactSourcing– EverestGroupSupportedbyTheRockefellerFoundation,Sep 2014
TheBPM marketis growing ata healthy rate,despite therecent trends in automation. In such a scenario, themarketing
strategyneedstobeanalysedandrealignedtoleveragethepositivetrendsinthemacroandmicroenvironment.DesiCrew
inIndiaprovidestherightcontexttoexaminethisas itis oneofthepioneersandthebrandhasagoodrecall.Itis listedas
one of the success stories of BPM operations in Tier II, III & IV cities in the recently published NASSCOM Report on
DomesticBPM (Mar2016).
DesiCrew currentlyderives90% ofitsrevenuefromthedomesticmarket.DesiCrewworks across multipletime-zones,for
MNC customers, through theirIndianarms. Therehave beeninstances, where many ofDesiCrew's clients have goneon
record speaking positively about quality of delivery and operational efficiency of its centers. With over 70% of the staff
being women, the DC model has made a significant impact in the lives of these first generation knowledge workers. In
addition to cost saving, other factors such as doman expertise, operational flexibility and agility are also reasons for
companiestooutsourcetheiroperations.
With almost a decade of successful delivery catering to customers across different verticals on critical processes,
DesiCrewhasprovedthatseamlessdeliveryis possiblefromourruralcenters.CorporateKnowledgeandCostadvantages
areotherkeyreasons forclients tochoose anImpactsourcing partnersuch as DesiCrew.Having workedacross multiple
sectors indomestic market,DesiCrew has almost allthefavourablekeyfactors mentionedintheinfographiconthevalue
proposition.Itthereforeneedstorevisititsmarketingstrategytoexamineiftherearelearningsandinsightsthatcompany
could leverage.Thedilemmais also todecide how much emphasis is tobegiven toits rural connection inthemarketing
plan,giventheperceptionaboutruralnotbeingfavourableamongstcustomers.
Objective
• Currentlyonly25% ofthebusiness processesinIndiaaremanagedby ThirdPartyBPMs howcanwegetcustomersto
startoutsourcingtoThirdpartyproviderslikeDesiCrew?
• How can we bring aboutperceptionchange intheminds ofourcustomerstosee DesiCrew as astrongBPM player?
(whenwemaybeseenasagoodImpactSourcingprovider?)
• WhatarethepositioningoptionsavailablefortheCompanyinthedomesticmarket?

5. DESICREWCASESTUDY
Disclaimer: Thedata,views orany otherinformationprovidedhereinas partoftheCase Study havebeenprovidedby therespectiveBrandand
Company.HULandits partnerCNBC-TV18 donotprovidethisinformationandarenotresponsible forthesame.
Deliverables:
• Positioning &MarketingStrategyforDesiCrew forthedomesticmarket
• Prioritize keysegments tofocus on andbuildmarketingstrategy around it,including
a.Key CustomerValueProposition
b.Brand Positioning &Personality
c.Choice andRole ofMedia vehicles -offline,digital,social media,influencers, etc.
• Actionable marketingplanwith timelines andsuccess metrics
Methodology:
Industry insights,CompetitorAnalysis andDesiCrew's published reports/website.
Useful References:
1. Exploring thevaluepropositionforImpact Sourcing – TheBuyer's perspective by Accenture, 2012
2. TheCase forImpact Sourcing -Everest GroupSupported by TheRockefellerFoundation,Sep 2014
3. Domestic BPM market2016 -OntheCusp ofTransformation, NASSCOM/ValueNotes
Mentor Details:
ashwanth@desicrew.in
thiru@desicrew.in
mani@desicrew.in
saloni@desicrew.in