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Brand Spotlight: Tech Mahindra

Brand Finance
02 June 2021

Recognised as one of the faster growing IT Services brands in 2020, Tech Mahindra’s brand value saw a robust growth of 21% over the last two years ensuring it features amongst the global top 15 IT services brands in 2021. This success can be attributed to Tech Mahindra’s actions to strengthen its brand presence on a global scale to fulfill its promise of ‘Connected World. Connected Experiences’.

In the past few years, the brand’s strategic investments and global partnerships have further strengthened its value in the league of global IT service providers. Known as a ‘Brand for Purpose’, Tech Mahindra has consistently ensured to RISE to the occasion and continued to innovate and create a powerful impact on ground through its many industry-first initiatives.

Tech Mahindra is focused on leveraging next-generation technologies including Blockchain, Cybersecurity, Artificial Intelligence, 5G and more, to disrupt and enable digital transformation, and to build cutting-edge technology solutions and services for customers globally. Tech Mahindra promises to deliver next-level human-centered experiences of the future and end-to-end transformation for its customers and stakeholders driving collaborative disruption with synergies arising from its’ robust portfolio of companies like BORN Group, Pininfarina, BIO, DigitalOnUs, Perigord, VitalTech, Tenzing, Momenton, among others.

It’s a double star for the brand Tech Mahindra as it has not only seen a jump in rankings, it has also moved up in Brand Strength into AA category – a result of concerted Brand Activation Programs and Global business outreach.

Chief People Officer and Head of Marketing Harshvendra Soin explains why it is important for brands to drive meaningful impact on ground for employees and customers but also for society at large now and in the future

Interview with Harshvendra Soin

Harshvendra Soin, Global Chief People Officer and Head of Marketing, Tech Mahindra
Harshvendra Soin, Global Chief People Officer and Head of Marketing, Tech Mahindra

How can brands leverage their voice to create meaningful impact on ground today; How has Tech Mahindra used its brand voice to make a difference today and in the future?

Most brands strive for differentiation, growth, and relevance, which can only be successfully achieved when you’re a company with a clear purpose. This pandemic has taught us that the true value of a brand is judged by the impact you create on ground.

As a company with purpose, it was a unanimous decision to pull together our technology, research, and expertise to protect our employees and customers, and create an impactful difference on ground in our fight against COVID-19. At Tech Mahindra, this is more than an initiative; we have lived by our ‘Resolve to RISE’ together.

It has been all hands on deck with our employees, customers, partners rallying together to drive initiatives that support each other and the community at large. Each and every member of this Tech Mahindra family continues to devote time, effort, and resources – from volunteer work on ground tracking SOS calls of our associates, converting our offices into COVID care facilities, enabling the supply of critical medical equipment like oxygen cylinders, facilitating vaccination drives for employees and their dependents, equipping and training frontline workers, distributing ration kits, office, and school supplies, to providing for those who have lost loved ones, partnering with NGOs to protect our most vulnerable communities, and more.

To be a ‘Brand for Purpose’, it is a moral and fundamental duty to continue to fight for a cause that’s bigger than you and the business. And for brands to truly succeed now and in the future, they must use their platforms, resources, people to rebuild what has been lost since the pandemic hit. 

Why holistic wellness takes center stage; How Tech Mahindra is leading the way by prioritizing wellness before business?

People have always been at the heart of everything we do. For any brand, big or small, COVID-19 made it all the more critical to focus on employee mental health as the lines between work and home blurred and a new hybrid workplace emerged with the lockdowns and social isolation.

This posed new challenges for the workforce's well-being that needed to be immediately addressed. We at Tech Mahindra are strongly rooted in the belief “Wellness before Business”. We are always working towards ensuring the well-being of our employees and partners. It’s not just important to create awareness about mental health but also to educate and support everyone with the necessary tools and resources. Across all our locations, we have doctors on standby for this reason; to advise and share relevant information that can protect our people.

On the same note and in light of the impact seen from this pandemic, we announced the appointment of a wellness officer and rolled out COVID Support Policy for the families of our employees who have succumbed to COVID. This ensures career and educational opportunities as well as counselling sessions for immediate family members.

It’s about ensuring holistic wellness and taking care of each other through tough times. We have always and will continue to prioritize employee mental health, guided by our values to empower all at Tech Mahindra to RISE and create a brand that deeply empathizes and cares.

How will Technology disrupt the current Customer Experience and what will we see in the next few years?

Technology is the core enabler, driving disruptions in businesses across sectors, making them future-ready to meet the dynamic needs of the customer. Over the next few years, digital transformation will be accelerated by the active adoption of technology in business operations. A confluence of these technologies will further enhance customer experience, allowing them smarter moments which in turn will earn loyalty, trust, and growth for companies.

Organisations must now focus on employing comprehensive investment strategies across the full suite of digital technologies, from advanced analytics to machine learning. These investments correlate positively with financial profit and growth, demonstrating not just the advantages but also the need for digital transformation as the world transitions to new ways of working and enhanced customer expectations.

The next years of transformation will be driven by enhanced and personalised ‘human-centered’ experiences, providing profound customer insights, technology enablers, and operations capabilities to help transform & partner customers to embrace digital disruption.

About the Author

Brand Finance is the world’s leading independent brand valuation and strategy consultancy. Headquartered in the City of London, we are present in over 20 countries.

For more than 20 years we have helped companies and organisations of all types to connect their brands to the bottom line.

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