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After BPO and KPO, welcome to MPO

India’s outsourcing pie is increasing by the day with latest entrant to the guild being marketing process outsourcing (MPO). It has joined ranks with BPO (business process outsourcing) and KPO (knowledge process outsourcing). But, unlike BPO and KPO that rely largely on foreign multinationals for their business, the MPOs count desi firms as their clients.

business Updated: Apr 24, 2012 21:10 IST
Vivek Sinha

India’s outsourcing pie is increasing by the day with latest entrant to the guild being marketing process outsourcing (MPO). It has joined ranks with BPO (business process outsourcing) and KPO (knowledge process outsourcing). But, unlike BPO and KPO that rely largely on foreign multinationals for their business, the MPOs count desi firms as their clients.

An MPO firm undertakes the entire array of marketing, sales and advertising operations for its clients that often are small and medium business enterprises lacking marketing muscle but keen to expand their product reach.

“Many small enterprises find it difficult to expand their businesses despite having a good product as they lack marketing and sales depth. This is where we pitch in,” said Vinod Harith, founder and director of CMO Axis, an MPO.

An ex-marketing head at software firm Wipro, Harith, 40, started his firm four years back and closed the last fiscal with revenues of around $1 million (R5 crore).

Jyoti Narayan, founder and director of another MPO firm Wital See Marketing said his firm provides an entire array of marketing functions from strategy to promotions for his client firms. Narayan, 50, quit his job at the realty firm Pearl Group, started his company four months back and bagged developers Supertech, Mahagun and Sobha as clients. “We have added muscle to the marketing needs of our clients,” Narayan said.

Though at a nascent stage, the total MPO market at present is estimated at around Rs 1,200 crore.