The first rural centers Malhotra set up were focused on simpler tasks such as data entry and data conversion. However, as the centers became more structurally sound their work became more significant. Through extensive employee training programs in basic office management, HR practices, computer usage, and data entry. DesiCrew was able to reach the crucial point at which their work was the same quality standard as their competitors in the city. Malhotra state that one of their biggest challenges in starting up the company was changing the mindset of the people urban indian that "work could be done out of the hinterland and with the same quality.” Once she proved the competency of the people, the validity of her business model began to take hold. With five established annuity clients and 21 clients overall, DesiCrew continues to expand into other rural areas of India.
One resulting social impact of DesiCrew is reverse migration. By creating local knowledge work jobs, giving people proper training in transferable skills, and helping employees to make and save more money, the business model removes the need for people in villages to move to the cities. In the past, people born in the country who did not want to be farmers and/or who wanted the chance for a better life outside of their little village would have had to move to the nearest city to find a knowledge-based job. Although the city jobs paid well, the cost of living in the cities is significantly more than in the country, providing much less money to sand home to their families. Although DesiCrew pays less than traditional BPOs, it allows the workers to remain at home where the cost of living is low. Continuing the economic growth cycle, the saved money is then spent in the village, rather than the city, helping to stimulate economic growth throughout the community. The change of keeping the rupees in circulation in the village provides an opportunity to increase quality of lift for those who live and work there