Mark Kobayashi-Hillary, author of a new book on IT Building a Future with BRICs: The Next Decade for Offshoring said "Indian service providers are ready to step into the big league now... 1 billion dollars deals such as Nielson and Tata Consultancy Services."

However, "their public perception and branding still seems to focus often on 'cost' rather than value," he said.

He said, "Trust developed in India for BPO and Information Technology Outsourcing is allowing a rich seam of KPO to be tapped and developed. Indian technology firms are directly trying to learn from the industrialisation of the past in developing their service offerings... software or test factories are being developed."

"We can already see Indian companies competing with Americans. Microsoft Office products are generally developed out in India these days. The software inside those London congestion charge cameras was all produced in India," he said.

"As we are becoming more used to this environment of increased global players within the market it is also worth remembering that companies contract with companies, not countries."