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L.N. Revathy

Coimbatore, Aug. 29 Impetus Technologies, an outsourced product engineering services provider, plans to establish its third facility in Noida by next year.

Based out of the US, the company has three development centres in Indore, two in Noida and one in Hyderabad.

It now plans to expand its Noida presence with an investment of close to $4 million.

Without quantifying the total investment made so far in India, Mr Praveen Kankariya, CEO, said that the company would look at organic growth in Noida. He did not rule out inorganic growth, but that would happen “in other geographies.”

The company offers outsourced software R&D, testing, quality assurance and support services, exclusively to software and technology-enabled companies across verticals such as telecommunications, financial services and insurance, healthcare, digital media and CRM.

Stating that the company helps customers design and build software products, Mr Kankariya said that in the traditional model, one worked with an existing software company that had started to outsource a portion of their product.

“We ask the customer to give the entire product life-cycle to us. Since we have the expertise in designing and building technology products, we help them convert their dreams via technological innovations. For the larger software companies this may not be an issue. But the mid-sized ones find this very convenient,” Mr Kankariya said.

This approach to outsourcing, according to him, is a great way of adding value to the company’s offerings.

“Instead of code-writing, which could be a boring proposition, we build intellectual property and add value to our offering. The biggest motivation is the ‘awe’ factor’.”

He added: “Impetus is not about reacting, but proactively helping clients find solution.”

To a query, he said that the IT industry has not learnt the marketing tactics from the consumer goods industry.

“Even the larger players are not good at marketing.”

Conceding the sums spent by these players on marketing, he said: “We have so many product companies in India, but lack the resource and expertise for marketing products. Most companies are focused on price for getting business, and this in my perception, is not the right approach.”

Impetus is very bullish on the Indian market. The company builds products for companies in the US and releases the same from here.

Asked if he would look at servicing the domestic market requirements, he said: “This is no vanilla service model and definitely not financially attractive for India.”

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