Now his focus is on Latin America. He expects to get orders worth $5 million in the next few years. He has already established his reputation in Peru, Ecuador and the Dominican Republic and now in Argentina.

How did the Latin Americans treat Rathnakumar in his business and personal interactions in the last one month, I asked him. He found Latin Americans pleasant and friendly. Of course, they needed to be convinced that they could risk their money with a small company in a remote corner of India. But they were willing to listen to him with open mind.

The Latin American textile industry had been importing from Europe and Japan. But now they want to try less expensive sources such as China and India. In these days of global financial crisis, local credit crunch, tough market conditions and global competition, the Latin Americans are focussing on cutting the cost of production.

They mentioned to him about their preference for India over China because of cultural reasons. They told him they could understand and communicate and trust the Indians better. They looked at him as a person from the well-known land of yoga, meditation, Sai Baba, Hare Krishna, Mahatma Gandhi.

What about language and food? I ask him.

This mild mannered sambar-idli eating South Indian smiles and says: 'No problem. I have already picked up some basic Spanish in my two trips. I can understand the technical and price parts of the negotiations. Now I plan to take a crash course for a couple of weeks'. I advised him to try the Instituto Hispania in Chennai.

Food! He eats whatever Latin America offers except beef. He does not miss idli-sambar in this one-month absence from India. He liked the ceviche of Peru and empanada (Latino samosa) of the region.

I have written about the success story of Tata Consultancy Services, a large company, in Latin America in the past. But in the case of Confident Engineering, it is a story of the success of a small Indian company. I hope this will inspire and motivate the small and medium exporters of India.

What our exporters need for business with Latin America is Confidence! Confidence in Latin America!

Indian exports to Latin America increased by 50 percent in 2008 to $7.5 billion from $5 billion in 2007. What else is needed to inspire confidence?

(31.07.2009-R. Viswanathan is India's Ambassador to Argentina, Uruguay and Paraguay. He can be contacted at ambassador@indembarg.org.ar)