This article was originally published in the Brand Finance IT Services 2026 report.
Genpact has emerged as a ‘brand to watch’ in the 2026 IT Services ranking, following double digit growth in brand value to USD1.5 billion. This growth is rooted in a global rebrand that reflects GenpactNext, the company’s growth strategy centred on agentic and advanced technology solutions. The rebrand reflects Genpact’s brand essence: “on it” – core to Genpact's culture and reflecting the brand's commitment to act decisively, challenge assumptions, and deliver exponential value. In a recent interview with Brand Finance, Caitlin Blewett, Chief Marketing Officer at Genpact, shared insights on the company’s defining brand milestones, strategic evolution, and technology-driven vision.
Interview with Caitlin Blewett
What are the defining moments or milestones in building and strengthening the Genpact brand?
Chief Marketing Officer,
Genpact
There were two defining moments in driving the Genpact brand forward.
+ A new company strategy
In 2025, we introduced GenpactNext, our growth strategy that builds on our core business services and accelerates our pivot to advanced technologies. Further, we crystalised our vision to become a global leader in Agentic and Advanced Technology Solutions. As our business pivoted, our brand needed to reflect GenpactNext and drive growth.
+ Fresh data and Insights
Taking a data driven approach, we commissioned Brand Finance to help us better understand how our key audiences – clients, prospects, employees, and influencers – perceive our brand. The data told us that we needed to create higher brand familiarity to drive consideration and create demand.
The combination of data and insights helped inform a new brand strategy and inspire a global rebrand.
Our rebrand comprised of new brand messaging, a first of its kind visual identity – created with AI at its core, a substantially different tone of voice and an entirely new digital presence – from Genpact.com to social media. We also introduced our new brand essence – on it – more than just a tagline, but core to Genpact’s culture reflecting our commitment to act decisively, challenge assumptions, and deliver exponential value. Our global rebrand was unveiled at the New York Stock Exchange in September 2025, marking a new era for Genpact and our clients.
Our strategic evolution is being validated by industry analysts and advisors including HfS, Everest, Gartner, ISG, and Forrester. Genpact has achieved leader rankings across industries and capabilities. Further, our NPS data reveals that 81% of our clients believe that Genpact is now more visible and memorable when compared to competitors.
Our entry into Brand Finance’s global IT Services Top 25 for the first time in 2025 validated our repositioning and market impact. The latest report shows double digit growth (16% increase) in our brand value, underscoring the importance of the brand and business being symbiotic.
How does Genpact involve employees in contributing to and aligning with the brand’s values and goals?
At Genpact, our culture is our foundation.
To involve all employees in our global rebrand, we established a robust multi-channel employee engagement program to drive awareness, understanding, and build confidence in our strategy. Further, we tapped into our culture of continuous learning and provided training anchored in AI and advanced technologies to keep Genpact employees ahead of the curve.
With a client centric mindset and a startup mentality, our leaders do not hesitate to roll up their sleeves, stay hungry, and act with ownership. Our pride in our culture is validated with multiple awards, such as from Forbes as one of the World’s Best Employers for three consecutive years.
Ultimately, on it – our brand essence is an active demonstration of our culture, which empowers every employee to be a brand ambassador – owning the change and being the change.
What do you envision as the key industry advancements, and how will Genpact keep pace and drive them forward?
The key industry advancements lie in the adoption of agentic and AI technologies in practical ways that drive growth and create value.
However, most importantly, the next chapter will require companies to partner with those who not only understand these technologies but also know how businesses operate inside out.
Genpact’s edge lies in deep process intelligence coupled with AI – unlocking growth, and value for our clients. We can see our unique play in this space recognised through partner awards such as the Salesforce partner innovation awards for Consumer Goods 2025 and Celonis® Game Changer Partner of the Year for 2025.
What sets us apart is our ability to deliver outcomes on a brand foundation that is bold, confident and trusted. Continued recognition in independent rankings, such as Brand Finance’s IT Services 25, reinforces our credibility and signals our commitment to shaping the future of business.
