NEW DELHI: IT is indicative of the graduation of the Indian IT-enabled services industry. They feel it is time they stopped referring to themselves as the call centre business, if they have to move up the chain in customer mindshare. The Call Centre Association of India has rechristened itself as Business Process Industry Association of India (BPIAI). "The new name reflects the strategic intent of the organization to broadbase its activities covering the complete business process industry (BPI)," said the association in a statement. It aims to address issues concerning the complete spectrum of services rendered under outsourcing and offsourcing. These include call centers, contact centers, BPOs, LPOs, KPOs and the like.

The new entity BPIAI will, among other things, focus on promoting India as the preferred BPI destination by facilitating dialogue and helping liaise with government and regulatory bodies with a view to remove any bottlenecks and influence policy-making. “Our strategic partnership with the Confederation of Indian Industry should help us create a strong and united BPI fraternity that works collectively for the betterment of the industry,” said BPIAI president Sam Chopra. “As the industry grows, certain issues of critical importance pertaining to infrastructure, human resources, process security and the outsourcing backlash are bound to assume prominence. High on BPIAI's agenda would be help evolve and address them,” he added. The Indian BPO industry has evolved significantly since its inception, and is now approaching maturity. According to estimates, the industry is expected to grow at a CAGR of 31 percent to touch revenues worth $27 billion by 2010. The CCAI was set up in 2001. Its membership comprises BPOs and service providers in the BPI (small, medium and large scale).