One of the keys to the success of India's burgeoning call-centre and back-office sector is the fact that high-quality graduates can be attracted to roles that are viewed in the UK as relatively low-status.
In today's Evening Standard, Jake Lloyd-Smith looks at the reality of the outsourcing boom from the Indian perspective.
"Recruitment executives in Bangalore say competition for the relatively well-paid places remains intense even as the industry expands. The push to succeed in snaring a place in one of the country's most sought-after companies can now start even before graduation, with the best candidates lining up jobs in advance of completing their courses."
But given the cross-cultural issues that Indian call centre employees must deal with - UK news and gossip, soap opera story lines, history, geography and social tips, it is probably little wonder that only one in 25 applicants for a call centre role makes the grade.