Lason India, a transactions processing BPO, has taken the first step towards creating a new self-sustenance movement in rural India, by taking its operations to a small village outside Chennai. This is the first instance of the BPO industry in India going rural. Lason India operates on a Business Associate (BA) model wherein it breaks up each of its projects into small units of "skilled' and "de-skilled' components and outsources the latter to its business associates.