BPM companies tap growing demand from GCCs to expand
BPMs have been pivoting from purely back-office cost-outsourcing firms to more technology and artificial intelligence (AI)-enabled transformation partners. This aligns closely with the evolving needs of GCCs as they seek greater operational efficiencies and innovation, experts said. Despite concerns around insourcing by GCCs eating away business for the IT/BPM industry, executives believe there is ample room for collaboration and are optimistic that the build-operate-transfer (BOT) and shared hybrid operating models that are picking up pace are 'win-win' and enable 'coexistence'.'Most enterprises adopt a hybrid model that leverages the strengths of both,' said Keshav Murugesh, group CEO, WNS. 'GCCs allow for a deeper cultural connect with the parent organisation, and companies like WNS bring deep domain expertise, innovative technology, ready talent, cost efficiency and shared investments in transformation tools.'The company is providing end-to-end services to GCCs ranging across the design of the future state operating models, consolidating operations into a single centre, talent acquisition, transition as a service, managed services and infrastructure set-up, he said.Riju Vashisht, chief growth officer, Genpact, said the firm's investments in advanced technologies such as generative AI and agentic AI are the kind of capabilities GCCs are looking for as they evolve into innovation engines for global enterprises.'While we've worked with GCCs in the past, we're now bringing the full power of Genpact behind this opportunity, with a formal, programmatic approach, clear leadership and dedicated teams in the market,' Vashisht said.Over the past year, Genpact has made a strategic pivot toward 'service-as-agentic-solutions'. For GCCs, it seeks to support the entire lifecycle, from upfront strategy and consulting to advanced capabilities in agentic AI, data and process transformation.Nikhil Anand, SVP & global head — digital business services, Sutherland, said that some GCCs are also exploring joint innovation and joint go-to-market collaborations leveraging the firm's digital & AI teams to serve their end-clients. Mid-market GCCs, which are relatively resource-constrained and less familiar with the Indian landscape, present a significant opportunity, as they seek to partner for turn-key set-ups tapping into the experience and expertise that firms like Sutherland bring, he said.'We have configured (our capabilities and services) in a way that we can execute not only turn-key programs but also flexibly bring consulting, legal, tax and infrastructure services during the set-up phase; transition, operations and program management services during the scaling phase; and our digital, analytics and AI enablement teams during the transformation phase," said Anand.Margin pressure from rising labour costs, inflation and foreign exchange volatility is making traditional BPO models unsustainable, said Rajesh Ojha, partner and GIC/GCC market segment leader, PwC India. 'In response, BPM firms are shifting toward higher-value, GCC-aligned services like FP&A, analytics and digital ops—offering better margins and deeper client stickiness,' he said.Enterprises now prefer models with lower operating costs amid high global interest rates, fuelling demand for assisted GCCs on vendor infrastructure, or 'GCC-as-a-service'. Further, Ojha said, regulatory developments—whether data laws or protectionist shifts–-are pushing enterprises toward compliant, captive GCCs, positioning BPMs as 'managed capability partners' who can enable secure, IP-protected set-ups. Elevate your knowledge and leadership skills at a cost cheaper than your daily tea. Did Jane Street manipulate Indian market or exploit its shallowness?
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