Indian all centre market poised for PR makeover

LONDON - The controversial Indian call centre market is poised for a PR makeover, with a major call centre firm having drafted in fresh UK communications support.

Indian firm ICICI One Source, whose call centres and back-office processing centres work for several FTSE 100 and Fortune 50 companies, has hired Cubitt Consulting to provide corporate reputation management and strategic PR advice, and to handle trade press relations.

The agency has replaced GCI on the account.

ICICI Europe director Matthew Vallance declined to rule out the possibility of a flotation within the next year but insisted Cubitt had not been hired for its investor relations experience.

Vallance added that financial PR support would be dealt with separately if a listing was announced.

"The industry operates in what is often a controversial environment," Vallance said.

Companies can save money by shifting back-office work to India but have faced bad press over service quality and the loss of British jobs.

ICICI this week announced the acquisition of a 51% stake in Chicago-based researcher and consultancy Pipal Research Corp.

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