This article was originally published in the Brand Finance India 100 2026.
Hexaware is strengthening its position as a trusted global technology partner by placing customer relationships at the centre of its brand strategy. As AI accelerates change across the technology sector and competitive differentiation becomes increasingly difficult to sustain, the company is focusing on delivering meaningful client experiences, human-centred innovation, and long-term partnerships that extend beyond technology delivery. Nidhi Alexander, Chief Marketing Officer at Hexaware Technologies, shares how the company is driving brand growth through its AI-led, human-first approach, customer co-creation, and a culture that prioritises trust, empathy, and lasting relationships.
Interview with Nidhi Alexander, Chief Marketing Officer
Chief Marketing Officer, Hexaware Technologies
Why is building a stronger relationship with customers becoming more critical today for driving brand growth?
The technology market has never been more crowded. New players, faster cycles, and capabilities that look increasingly similar across providers have made it harder than ever to win on product alone. In that environment, the client relationship has become the one thing that is difficult to replicate.
I’ve watched enough client relationships develop over the years to know what the good ones produce. Clients who feel heard, whose priorities drive the agenda, who trust the people they’re working with, they are the ones who stay, who expand the relationship, who bring you into conversations that were never part of any sales plan.
In a market where technology offerings are converging and differentiation on capability alone is getting harder to sustain, that kind of loyalty has become the most reliable driver of brand growth there is. It builds through consistent effort over the course of a relationship, and the brands that have figured that out are pulling ahead of the ones still competing on features and price.
How has Hexaware adapted to emerging trends and technologies, and how has this influenced the company’s brand positioning in the market?
The AI market has moved extraordinarily fast, and every technology company has scrambled to keep up with it. Hexaware’s view, arrived at early and held consistently since, is that AI without human governance and proper guardrails is not a service offering worth having. “AI Led. Human Intelligence Perfected” is the operating principle behind every client engagement we run, and it has shaped how we’ve built the brand from the ground up.
That belief plays out through how we run marketing, which we think of as a twin engine. Demand generation on one side, and on the other, making sure every existing client has an experience worth staying for. ForeSight, our annual client summit, brought 80+ senior leaders to Pebble Beach this year for four days of focused discussions on AI-led transformation alongside curated experiences, entertainment, and activities designed around who these leaders actually are. 100% of the guests said they wanted to come back.
Clients rethink relationships there, bring Hexaware into conversations that weren’t on the table before, and deals progress because the trust has already been built well before anyone sits down to talk business. Our Customer Advisory Board (CAB) gives clients a direct outside-in view into where Hexaware is headed. They weigh in on investment decisions, product direction, and what goes to market before it gets there. For instance, we roll out new AI services every month that are built around these interactions, and CAB members carry that experience into conversations with peers. Our relationships with the analyst and advisory community also get Hexaware into client consideration early, often well before a formal process has begun.
Even CEO Tech Live has grown into something we didn’t fully anticipate when we started it. Three seasons, 42 episodes, more than 35 enterprise leaders from Fortune 500 companies and large technology organisations, with 91% growth from season one to season three. A number of guests have come back for second conversations, and many others have asked to take part after watching episodes from their peers. Featured leaders share episodes across their own networks without being asked.
What are Hexaware’s biggest advantages in ensuring brand success?
Walking the talk. “Creating smiles through great people and technology” describes what clients should feel, and our people hold themselves to that across every engagement, every delivery, every decision under pressure. When clients feel that consistently, the
relationship grows in ways no campaign can produce, and the partnership becomes something both sides are invested in protecting. Our solutions and services have to back that up, and they do, which is what gives the brand its credibility.
Ian Andrews, CIO at Liverpool Victoria Financial Services and a Hexaware client, closed the Whitelane UK & Ireland IT Sourcing Study Results event with a keynote about working with Hexaware that earned the highest attendee feedback score of the entire event. He described what the REAL partnership looks like in practice: Relationship-led, Empathy-driven, Actively invested in, and focused on the Long term. “Make it REAL, not just legal.” When a client says that about you in a room full of peers, the brand has done its job.
Also, we have earned consistent recognition in independent rankings. Whitelane Research ranks Hexaware number one for customer satisfaction across Europe, and ISG has recognised us as the Client Champion at the Star of Excellence Awards based on highest cumulative customer experience (CX) score across all regions, industries, and technology areas.
