The offshoring of work by foreign corporations has helped build India's showpiece $76-billion IT industry.
Now many small businesses and families in the US and Europe are doing a mini version of offshoring by engaging 'virtual assistants' from Indian firms for their personal tasks, creating lucrative business opportunities. In the process, they are calling upon these loyal aides to play matchmaker, agony aunt and consciencekeeper.
Unlike traditional outsourcing which is a business service, remote assistance is a consumer-focused service that even provides emotional support to many.
One such provider is Bangalore-headquartered GetFriday, whose name is drawn from the term Man Friday, or personal assistant. Among the requests it received recently was one from an Australian client who wanted help before she had a chat with her boss.
The woman wanted to switch to a work-from-home schedule and needed assistance and tips on how to handle objections by the boss, mock sessions that simulated the event, and loads of emotional support. The switch did not happen because some key employees were about to leave and the work-from-home option wasn't feasible at that point.
"Nonetheless, the client was happy," said Sunder Prakasham, CEO of TTK Services, which runs GetFriday. Virtual assistance is fast catching up in US and Europe, opening opportunities for Indian entrepreneurs and start-ups such as Brickwork India and GetFriday.
Evalueserve, a research firm, predicts that person-to-person offshoring, both consumer services and services for small businesses, will grow to over $2 billion (Rs10,000 crore) by 2015 from the current $887 million.
At Brickwork, one of the more unusual requests it got was from Gail Dick, the owner of Millermeade Farms in the US and a passionate breeder of hedgehogs. When Dick wanted her website to be an encyclopedia of information on hedgehogs, she outsourced the work for around $12-30 an hour to a virtual assistant at the Bangalore-based knowledge process outsourcing start-up founded by former Karnataka IT secretary Vivek Kulkarni and his wife Sangeeta.
The virtual assistant helped her to format and reference the huge number of articles she had gathered over the years. The articles were based on hedgehog behaviour, including eating, bathing and sleeping habits, the diseases they suffer and patterns of hibernation they follow.
"Great! I feel like having a party as we are moving ahead on a project that has been in a stand-still for several years," said Dick. The project was stalled for several years as Dick could find neither the time nor the experts who could do this job for her in the US. She would also have had to pay nearly double the amount for a similar service in the US.
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