Johannesburg: South Africa's global business services (GBS) sector presents significant opportunities for economic growth, job creation, and youth skills development. This is according to the Deputy Minister of Trade, Industry and Competition, John Steenhuisen, who was speaking at the official opening of Atain's new GBS centre in the Cape Town CBD recently.
According to South African Government News Agency, Atain is a global customer experience and business process management company that specialises in artificial intelligence (AI)-driven services and digital technology platforms. Steenhuisen stated that South Africa's GBS sector is poised for further growth as Atain expands its South African footprint, and reaffirmed the government's commitment to working with investors to unlock the sector's full potential.
Steenhuisen commended the leadership of Atain for their confidence in the country and continued investment in the youth. He highlighted Atain's growth from a 50-person operation in 2022 to now employing approximately 1,500 people in Cape Town, with plans to expand to 2,100, supported by an investment of R70 million.
He further noted that Atain's investment demonstrated strong investor confidence and endorsement of South Africa as a destination of choice for GBS. The company provides employees with benefits such as incentive schemes, medical cover, funeral benefits, and door-to-door transport, fostering a motivated and productive workforce.
Atain's investment in skills development is highlighted through the Atain Academy, which focuses on impact sourcing and recruiting young people from disadvantaged and high-risk communities. More than 350 learners have received training through the academy, creating a pipeline of skilled talent and providing young South Africans with pathways into sustainable employment.
Steenhuisen emphasized the significance of the GBS sector as AI and other technologies transform the global landscape, noting that South Africa is well-positioned to benefit from this growth due to its time-zone advantages, multilingual capabilities, skilled workforce, and established GBS ecosystem.
He mentioned that Cape Town remains the heart of the GBS sector but pointed out the potential for expansion across the rest of the country, particularly into provinces with untapped talent that can be leveraged to grow businesses within the sector.
Steenhuisen underscored the importance of investment promotion, noting that Atain's investment was facilitated by efforts from the South African High Commission in India and InvestSA, part of the Department of Trade, Industry and Competition. He highlighted the role of investment promotion engagements, business case development, and inward investment initiatives in securing the investment.
As the global economy undergoes rapid technological transformation, Steenhuisen noted that Atain's business model, which combines AI with human expertise, showcases how South African companies can deliver globally competitive services.
Atain's Chief Human Resources Officer, Amir Bharwani, stated that South Africa serves as a strategic hub for the company. He affirmed Atain's commitment to scaling its investment further, focusing on creating meaningful careers, building future-ready skills, and delivering exceptional outcomes for clients globally.