What Goes Around . . .

By THOMAS L. FRIEDMAN

BANGALORE, India

I've been in India for only a few days and I am already thinking about
reincarnation. In my next life, I want to be a demagogue.

Yes, I want to be able to huff and puff about complex issues like
outsourcing of jobs to India without any reference to reality.
Unfortunately, in this life, I'm stuck in the body of a reporter/columnist.
So when I came to the 24/7 Customer call center in Bangalore to observe
hundreds of Indian young people doing service jobs via long distance
answering the phones for U.S. firms, providing technical support for U.S.
computer giants or selling credit cards for global banks I was prepared to
denounce the whole thing. "How can it be good for America to have all these
Indians doing our white-collar jobs?" I asked 24/7's founder, S. Nagarajan.

Well, he answered patiently, "look around this office." All the computers
are from Compaq. The basic software is from Microsoft. The phones are from
Lucent. The air-conditioning is by Carrier, and even the bottled water is
by Coke, because when it comes to drinking water in India, people want a
trusted brand. On top of all this, says Mr. Nagarajan, 90 percent of the
shares in 24/7 are owned by U.S. investors. This explains why, although the
U.S. has lost some service jobs to India, total exports from U.S. companies
to India have grown from $2.5 billion in 1990 to $4.1 billion in 2002. What
goes around comes around, and also benefits Americans.

Consider one of the newest products to be outsourced to India: animation.
Yes, a lot of your Saturday morning cartoons are drawn by Indian animators
like JadooWorks, founded three years ago here in Bangalore. India, though,
did not take these basic animation jobs from Americans. For 20 years they
had been outsourced by U.S. movie companies, first to Japan and then to the
Philippines, Korea, Hong Kong and Taiwan. The sophisticated, and more
lucrative, preproduction, finishing and marketing of the animated films,
though, always remained in America. Indian animation companies took the
business away from the other Asians by proving to be more adept at both the
hand-drawing of characters and the digital painting of each frame by
computer at a lower price.

Indian artists had two advantages, explained Ashish Kulkarni, C.O.O. of
JadooWorks. "They spoke English, so they could take instruction from the
American directors easily, and they were comfortable doing coloring
digitally." India has an abundance of traditional artists, who were able to
make the transition easily to computerized digital painting. Most of these
artists are the children of Hindu temple sculptors and painters.

Explained Mr. Kulkarni: "We train them to transform their traditional
skills to animation in a digital format." But to keep up their traditional
Indian painting skills, JadooWorks has a room set aside because the two
skills reinforce each other. In short, thanks to globalization, a whole new
generation of Indian traditional artists can keep up their craft rather
than drive taxis to earn a living.

But here's where the story really gets interesting. JadooWorks has decided
to produce its own animated epic about the childhood of Krishna. To write
the script, though, it wanted the best storyteller it could find and
outsourced the project to an Emmy Award-winning U.S. animation writer,
Jeffrey Scott for an Indian epic!

"We are also doing all the voices with American actors in Los Angeles,"
says Mr. Kulkarni. And the music is being written in London. JadooWorks
also creates computer games for the global market but outsources all the
design concepts to U.S. and British game designers. All the computers and
animation software at JadooWorks have also been imported from America (H.P.
and I.B.M.) or Canada, and half the staff walk around in American-branded
clothing.

"It's unfair that you want all your products marketed globally," argues Mr.
Kulkarni, "but you don't want any jobs to go."

He's right. Which is why we must design the right public policies to keep
America competitive in an increasingly networked world, where every company
Indian or American will seek to assemble the best skills from around the
globe. And we must cushion those Americans hurt by the outsourcing of their
jobs. But let's not be stupid and just start throwing up protectionist
walls, in reaction to what seems to be happening on the surface. Because
beneath the surface, what's going around is also coming around. Even an
Indian cartoon company isn't just taking American jobs, it's also making them.


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