This article was originally published in the Brand Finance IT Services 2026 report.
With a brand value of USD3.4 billion, Tech Mahindra retains its 12th position among the top 25 most valuable IT Services brands in 2026. The company’s improved ranking, coupled with its highest-ever Brand Strength Index score, underscores its strong commitment to brand excellence, innovation, and stakeholder engagement. These achievements reflect a clear strategy centered on responsible AI adoption, differentiated technology platforms, and an expanding global presence. In a recent interview with Brand Finance, Peeyush Dubey, Chief Marketing Officer of Tech Mahindra, shares the key milestones and strategic evolution that have shaped the brand and positioned the company as a leader in the AI-powered IT services landscape.
Interview with Peeyush Dubey
What would you consider as the defining moments or milestones in building and strengthening the Tech Mahindra brand?
Chief Marketing Officer,
Tech Mahindra
Our journey has been one of purposeful evolution. When I joined Tech Mahindra two years ago, our first milestone was developing a strategic narrative. We had couple of taglines that did not accurately represent the current reality of Tech Mahindra and our ambitions. Through conversations with our customers, we found that many believed they had to choose between the scale of a global systems integrator and the agility of a boutique disruptor - but not both.
We found that Tech Mahindra's unique position allowed us to collapse this trade-off. The strategic narrative we then developed, was “Scale at Speed”. This wasn’t just a tagline - it was a brand promise shaped by deep listening to our clients, and it has resonated strongly with our customers.
The second defining moment was unifying our global marketing under a single leader for the first time. We shifted from geography-based operations to a centralised, KPI-driven team focused on four pillars: brand awareness and perception, demand generation with Global 2000 companies, expanding existing relationships, and large-deal marketing. This shift enabled us to operate with the precision and agility of a challenger brand.
The third milestone was our brand refresh in October 2025, marking our 39th anniversary. We introduced the distinctive "lozenge" symbol, which is a dynamic interpretation of the Mahindra Group's iconic "Rise" beam. We also built a clear brand architecture across our portfolio and a new brand voice that reflects who we are today. This was an evolution, not a revolution - honouring our heritage while sharpening our competitive edge for the AI era.
How has the company adapted to emerging trends and technologies, and how has this influenced Tech Mahindra's brand positioning in the market?
Tech Mahindra was one of the first IT Services firms to realise the importance of AI and make strategic investments. Today, those investments are paying dividends. Project Indus, our foundational model for Indic languages, has paved the way for sovereign AI implementations.
Tech Mahindra is also involved in the IndiaAI Mission, focused on building domestic AI models. Our NVIDIA-powered TechM Orion platform enables enterprises to deploy autonomous AI agents at scale, with over 200 pre-built agents. In recognition of this leadership, Gartner recently named us an Emerging Leader in the 2025 Gartner Emerging Market Quadrant Innovation Guide for GenAI Consulting and Implementation Services.
This technology leadership has directly influenced our brand positioning through our "AI Delivered Right" strategy for our AI business. While many organisations remain stuck in proof-of-concept mode, we are positioned as the partner that helps enterprises move from pilot to production. "Scale at Speed" is perfectly aligned with what organisations need most, which is the ability to move beyond experimentation quickly and deploy AI responsibly, at scale.
What are the key trends you envisage as being the most important in the IT Services industry over the next three years and how can brands navigate or capitalise on those?
Three trends will define the next chapter. First, the shift from AI experimentation to AI orchestration. The conversation is moving beyond “can we use AI?” to “how do we integrate AI across the business?” A connected trend is outcome-based pricing for AI agents. Tech Mahindra’s “Vector Squads” bring humans and AI agents together as structured delivery teams, while “Service Tokens” convert outcomes into transparent, productised units - enabling customers to scale AI with clarity and ROI focus.
Secondly, the democratisation of technology through ecosystem partnerships. Our hyperscaler partnerships with AWS, Microsoft, Google Cloud, NVIDIA, and others are about making cutting-edge capabilities accessible at speed and scale. Brands must position themselves not as vendors, but as orchestrators delivering enterprise solutions across platforms. Third, precision over scale in marketing and engagement. In an era of micro-moments, brands must cut through digital clutter with contextual relevance - from targeting ads in ride-share apps to transforming case studies into short-form, LinkedIn-optimized videos.
Innovation today is about being open, staying curious, and moving fast. The brands that will thrive are those that see themselves as both creative technologists and commercial strategists. Marketing must have a seat at the business table, shaping not just how value is communicated, but how it's created and delivered. This is a hugely exciting time for our industry; the convergence of AI, storytelling, and technology offers endless possibilities for those grounded in empathy and powered by agility.
