TCS brand statement: Indian IT must tell stories of how it impacts businesses and lives: TCS CMO


India’s technology services providers need to tell stories of the impact on clients business and lives of people, both in the country and globally, and not limit themselves to talking about technology projects, according to Tata Consultancy Services ().

“We as leaders of this industry have to tell that story and every innovation project always starts with the belief… it always starts with a purpose that something has to be accepted as – we will get our Passport Seva project – it was about making citizens’ life better,” Rajashree R, chief marketing officer of TCS, told ET. “So, I think not just TCS even our industry has to tell that story.”

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TCS employs over a tenth of India’s 4.47 million IT industry workforce and contributes to nearly 12% of India’s IT sector revenues of $ 194 billion.

TCS on Tuesday unveiled a new brand message “Building on Belief”, to showcase how it is a long-term partner of clients.

“If there is one thing which Covid-19 taught us, it is that technology is going to be the force multiplier for our society in the future for everything — be it in education, healthcare, financial services,” said Rajashree.

“In every aspect of our life as an individual is going to be technologically transformed. So, we wanted to not present technology for the sake of technology. We might say it’s one cloud project or one AI project and finally all the work we do is impacting the life of either our customers’ customers or the society at large,” she added.

TCS and peers Infosys, HCL Technologies, Wipro and Tech Mahindra are winning large projects from clients that are expecting them to transform their businesses digitally.

Indian firms have helped their clients globally in improving the supply chain, drug development, vaccine distribution and disbursal of government packages, with the bulk of the work being done remotely from locations such as India.

TCS’s new brand vision encapsulates the active and collaborative role that it plays in partnering with customers over the long term, leveraging its contextual knowledge, investments in research and innovation, and technology expertise to help them grow, and achieve their purpose-led transformation goals, the company said in a statement.

“Every innovation and every transformational journey begins with the belief that it will make the world better,” said Rajesh Gopinathan, MD & CEO, TCS. “We are partnering with our customers in realizing that belief as well as their purpose. It is who we are as an organization and reflects our bold ambition as we embark on our next decade of growth.”



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