Press Release

TCSRD in association with SerWizSol unveils UDAY (BPO) at Mithapur
January 22, 2008

With the aim of generating employment in rural areas, Tata Chemicals Society for Rural Development (TCSRD), in association with SerWizSol, a Tata enterprise and wholly owned subsidiary of Tata Sons, today unveiled its first BPO under the brand name 'UDAY' at Mithapur. The BPO was inaugurated by Dr Arup Basu (COO - Chemicals, Tata Chemicals) and Mr MN Rao (MD and CEO, SerWizSol).

Through UDAY, TCSRD intends to leverage information and communication technologies for BPO services on a pilot basis, to generate employment for the local populace and expose them to a hi-tech industry, where they can eventually grow and build careers. At the same time, it will help develop a sustainable business model that could be scalable and replicable. TCSRD along with SerWizSol plans to setup a satellite centre to handle Gujarat based calls at Mithapur hiring around 70 to 100 people initially and then increasing to 200 as per availability.

Speaking on the occasion, Dr Basu, said, "We are pleased to announce the launch of 'UDAY' at Mithapur. SerWizSol is a well-established player in the BPO space and we look forward to building on this partnership. For over seven decades, Mithapur has been a somewhat remote pure-play manufacturing site. Hence, setting up the BPO breaks new ground for us both in terms of redefining areas of new work opportunities and furthering our inclusiveness agenda. The new venture will contribute to the local economy and be the harbinger of innovative work practices. Despite being in a non-urban location, members of the local community including full-time mothers and housewives can have access to an independent income stream and participate in India's success story on their own terms without having to make sacrifices on family commitments. I wish the venture every success."

Mr Rao added, "It is indeed our privilege to be associated with TCSRD in this unique and wonderful initiative. With the growth of the BPO industry, some Indian cities have sen greater prosperity, but so far this has passed by the rural areas. Increased competition in urban centres has diverted attention of the corporate sector to exploit the unused potential in rural areas. The low infrastructure costs in rural areas and low attrition levels among employees in small towns and villages will further add to the benefits accrued by establishing BPOs in rural areas. Ine addition to availability of cheap skilled labour, it will also help in bridging the digital divide in the country."

TCSRD would be responsible to hire and provide the required skill sets to agents and supervisors and comply with all applicable statutory rules and regulations. It will ensure attendance and work hours as per requirement, control unscheduled absenteeism, attrition and replenish the attrition within stipulated time frame. It will provide logistic support for training, maintain the infrastructure with good ambience, provide secured work environment and uninterrupted power supply.

SerWizSol will provide voice and data connectivity upto the Mithapur centre and upkeep the call centre technology. It will train the initial batch; provide updated training modules and knowledge sharing. It will check and supervise the service delivery, performance monitoring on ongoing basis. SerWizSol along with the TCSRD will be responsible for delivery of SLA's and KPI and share performance metrics definitions.

About Tata Chemicals Society for Rural Development (TCSRD)
Tata Chemicals Limited (TCL) set up the Tata Chemicals Society for Rural Development (TCSRD) in 1980 to promote its social objectives for the communities in and around Mithapur, where its facility is located. This service was further extended to the communities in and around its Babrala and Haldia facilities.

The Society works to protect and nurture the rural populations in and around TCL's facilities, and helps people achieve self-sufficiency in natural resource management, livelihood support and the building of health and education infrastructure.

Taking into account the different geographical spread of the three regions and their individual subcultures, different agricultural, economic and development programmes have been implemented in these regions.

Tata Chemicals Limited was one of the first organizations to hold an Impact camp, which was held at Mithapur in the year 1982, providing eye care to hundreds of patients at the Mithapur Hospital. Tata Chemicals Limited was also the first organization to run world's first hospital on wheels - the Life Line Express, through Jamnagar district for the first time between November 21, 2004 and December 21, 2004.