Indian IT companies are at the receiving end once again. And this time the backlash is from Down Under.

Fear of losing jobs by the hordes are responsible for this sentiment, and Indian information and communications technology and IT enabled service firms are the target, chairman of the Australia India Business Council Neville Roach said in Sydney.

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Knowledge-based industries like ICT and ITES, as well as education, research and development offer the greatest potential for strengthening of links between India and Australia, Roach said. "However, a backlash is developing because of the fear of job losses."

"This challenge can be met by advocacy of Australians of Indian origin by emphasising the benefits of offshoring to Australian customers," Roach, who will be among the 50 Australian Indians who will attend the Pravasi Bhartiya Diwas, said.

However, Indian ICT companies need to move to a win-win model by matching other global ICT players through investment in Australia, employing local staff and transferring technology and skills to Australian employees and firms.

Indian companies can also collaborate with Australian firms, taking advantage of Australia's low relative costs, excellent education system, strong skills and exceptional domain knowledge, the result of advanced application of ICT across several industries, Roach said.

There was great potential for growth on the education front, he said pointing out that Australia has become the third most popular destination for students from India after the USA and UK.

Roach said Australians needs to be encouraged to study in India, invest in Indian campuses, collaborate with Indian institutions and develop innovative programmes offering a mix of on-line, offshore and onshore delivery.

Research and development is the least exploited collaborative opportunity for Australia and India. The networks of the numerous academics of Indian origin in Australia can help turn this around, he said.

"Collaborative research with Australian institutions in ICT, especially services, offers great potential for Indian ICT companies to invest in Australia while benefiting from Australia's strong research culture and proven track record," he said.