Heard of an ad agency called Ideas Creative Services? It's run out of a small basement office in a middle-class residential colony in Delhi. A team of four owns the agency—started in July 1998—one of whom was a director at Rediffusion, where the other three were creative directors. All four have been more attuned to handling multi-crore accounts and working out of tony offices. Each of them has taken a massive pay cut.
Let's go down to Bangalore and meet Prakash Gurbaxani, ceo, 24/7 Customer.com, an electronic customer relationship management (ecrm) company. Gurbaxani lived in the US for 14 years, last employed by the Clark Construction group and was involved in the making of the Los Angeles Convention Centre and the ibm headquarters in New York. Gurbaxani says he'll certainly earn less money in Bangalore than he would have doing construction work in the US.