Welcome to “insourcing!” Tata Group, an Indian conglomerate, has opened another call center. In Ohio.

From Fortune:

The phenomenon has a name: “insourcing,” the term experts are starting to use when foreign multinationals open offices on U.S. soil and hire Americans, at a higher price, to do the very jobs they once lured overseas. In this case the center in Reno is targeted toward companies willing to pay a premium – its workers there cost up to 40 percent more than their counterparts in India – to give their U.S. customers a more culturally fluent, less frustrating 1-800 experience. (No more hearing someone read from a script ten time zones away.)

Tata, which is based in Mumbai, established its Reno roots last year when its business services unit, SerWizSol, bought the call-center business of travel-processing firm TRX; the deal also gave it a call center in Milton, Fla. “We want to be able to say to a client, If there’s a piece [of call-center operations] you want to keep in America, we can do that for you,” says Ricardo Layun, head of U.S. operations for SerWizSol.

The Ohio workers are paid a premium for their skills—including a “firm knowledge of U.S. geography.” The call center takes calls from Expedia.

Indian call center lands in Ohio [Fortune] (Thanks, Krystle!)

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