Business process management (BPM) companies such as Genpact, WNS, and Sutherland are increasingly focusing on global capability centres (GCCs) as a key customer segment . These firms see opportunities to help GCCs establish, scale, and digitally transform their operations in India, tapping into growing demand as GCCs evolve into high-value, innovation-driven hubs for global enterprises
Growing BPM-GCC Collaboration
Genpact is assembling a dedicated team and plans to appoint a GCC leader for India to drive focused engagements with this segment. Sutherland reports a 25–30% year-on-year increase in inquiries for digital transformation projects with GCCs, while WNS has already completed over 25 projects with GCCs and expects this number to rise further.
BPM companies have been shifting away from purely back-office, cost-based outsourcing models toward more technology and AI-enabled transformation partnerships. This strategic pivot aligns closely with GCC needs as they seek greater operational efficiencies and innovative solutions
BPM companies have been shifting away from purely back-office, cost-based outsourcing models toward more technology and AI-enabled transformation partnerships. This strategic pivot aligns closely with GCC needs as they seek greater operational efficiencies and innovative solutions
Hybrid Operating Models Drive Collaboration
Despite concerns that GCC insourcing might reduce opportunities for IT and BPM providers, industry leaders remain optimistic about collaborative models. Executives note that hybrid operating approaches, such as Build-Operate-Transfer (BOT) and shared service models, are gaining traction and offer a win-win approach.
“Most enterprises adopt a hybrid model that leverages the strengths of both,” said Keshav Murugesh, Group CEO of WNS. He emphasized that GCCs enable deeper cultural alignment with parent organizations, while BPM firms like WNS bring domain expertise, innovative technology, cost efficiency, and shared investments in transformation tools.
WNS, for example, offers end-to-end services to GCCs—from designing future operating models and consolidating operations to talent acquisition, transition services, managed services, and infrastructure setup
“Most enterprises adopt a hybrid model that leverages the strengths of both,” said Keshav Murugesh, Group CEO of WNS. He emphasized that GCCs enable deeper cultural alignment with parent organizations, while BPM firms like WNS bring domain expertise, innovative technology, cost efficiency, and shared investments in transformation tools.
WNS, for example, offers end-to-end services to GCCs—from designing future operating models and consolidating operations to talent acquisition, transition services, managed services, and infrastructure setup
Focus on Advanced Technologies and AI
Genpact’s Chief Growth Officer, Riju Vashisht, highlighted the firm’s investments in advanced technologies such as generative AI and agentic AI—capabilities that GCCs are increasingly seeking as they evolve into innovation engines for their 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 explained. Genpact has strategically pivoted toward offering “service-as-agentic-solutions,” supporting GCCs across the entire lifecycle—from upfront strategy and consulting to advanced data and process transformation.
“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 explained. Genpact has strategically pivoted toward offering “service-as-agentic-solutions,” supporting GCCs across the entire lifecycle—from upfront strategy and consulting to advanced data and process transformation.
Enabling Turnkey Setups and Innovation
Sutherland’s SVP & Global Head of Digital Business Services, Nikhil Anand, noted that GCCs are increasingly exploring joint innovation and go-to-market collaborations with the firm’s digital and AI teams. Mid-market GCCs, in particular, present a significant opportunity as they seek turnkey setups and require expertise to navigate the Indian business landscape.
Sutherland has configured its services to execute not just turnkey programs but also to deliver flexible solutions across setup, transition, operations, and transformation phases. These include consulting, legal, tax, infrastructure, program management, and digital, analytics, and AI enablement services
Sutherland has configured its services to execute not just turnkey programs but also to deliver flexible solutions across setup, transition, operations, and transformation phases. These include consulting, legal, tax, infrastructure, program management, and digital, analytics, and AI enablement services
BPM Firms Move Up the Value Chain
Industry experts note that traditional BPO models are under pressure from rising labor costs, inflation, and currency volatility. Rajesh Ojha, Partner and GIC/GCC Market Segment Leader at PwC India, explained that BPM firms are responding by shifting toward higher-value services such as FP&A, analytics, and digital operations, which offer better margins and deepen client relationships.
Additionally, as enterprises look to reduce operating costs amid high global interest rates, demand is rising for assisted GCC models using vendor infrastructure—often termed “GCC-as-a-Service.” Regulatory factors, such as data privacy laws and protectionist shifts, are also driving companies toward compliant, captive GCC setups. BPM providers are stepping in as “managed capability partners” who can enable secure, IP-protected, and scalable operations.
Additionally, as enterprises look to reduce operating costs amid high global interest rates, demand is rising for assisted GCC models using vendor infrastructure—often termed “GCC-as-a-Service.” Regulatory factors, such as data privacy laws and protectionist shifts, are also driving companies toward compliant, captive GCC setups. BPM providers are stepping in as “managed capability partners” who can enable secure, IP-protected, and scalable operations.
Conclusion
The evolving partnership between BPM firms and GCCs represents a major transformation in India’s outsourcing landscape. By focusing on advanced technologies, hybrid models, and turnkey solutions, BPM companies are well-positioned to support the next generation of GCCs as they move up the value chain and become strategic hubs for innovation and digital transformation
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