This article was originally published in the Brand Finance IT Services 2025 report
Hexaware Technologies has entered the IT Services 25 ranking as a 'brand to watch.' A remarkable journey of consistent brand building efforts over the last five years has resulted in an AA+ brand strength rating and a brand value of USD824 million. In a recent interview with Brand Finance, Nidhi Alexander Chief Marketing Officer at Hexaware Technologies, highlights the key factors behind Hexaware's success. She highlights Hexaware’s ‘AI-first’ approach as pivotal to driving technological transformation, alongside a 2023 brand revamp and a strong focus on employee engagement—factors that have not only reshaped service delivery but also elevated the company’s market positioning.
Interview with Nidhi Alexander

Chief Marketing Officer,
Hexaware Technologies
How has Hexaware adapted to emerging trends and technologies, and how has this influenced the company's brand positioning in the market?
At Hexaware, we’ve embraced an ‘AI-first’ strategy, embedding artificial intelligence across our service portfolio and internal operations. This isn’t just about adopting technology—it’s about reshaping how we deliver value. For instance, 99% of our IT workforce, including our leadership team, has undergone intensive training in AI and Generative AI.
We’ve also introduced cutting-edge solutions such as RapidX™, which accelerates software development and surfaces business rules, and Tensai®, an automation framework that ensures efficient tech management. Our Amaze® platform has revolutionised cloud migration, enabling businesses to transition seamlessly and optimise operations. These advancements have not only positioned Hexaware as a leader in technology innovation but have also amplified our brand’s credibility as a forward-thinking and customer-centric organisation.
Our approach ensures we stay ahead of industry trends, addressing the evolving needs of clients. It’s this adaptability and foresight that have been pivotal in elevating our brand into the global spotlight.

What is Hexaware’s approach to brand success?
At Hexaware, one of our core values is “Innovate Relentlessly.” We have embraced this value in our approach to building the brand. I strongly believe that the true strength of a brand lies in its adaptability.
In 2023, we undertook a major revamp of the Hexaware brand. We introduced a more modern look and feel, culminating in the launch of a redesigned website that reflects our commitment to innovation and aligns with the evolving needs of our customers.
This transformation wasn’t just aesthetic—it symbolised our brand as a living, evolving entity that responds to market trends and the needs of our customers. Our efforts have been validated through industry recognition. We won Gold and Bronze Stevie® Awards at the 2024 International Business Awards®, with the Gold awarded for Marketing Department of the Year.
Additionally, we brought home wins across multiple categories at the 2024 MarCom Awards, but the Gold Award for Team’s Body of Work Achievement particularly underscores the impact of Hexaware’s marketing team in amplifying the brand’s influence.
These accolades reflect the strength of our marketing strategy and its alignment with our broader vision of delivering transformative value. By staying true to our values and continuously evolving, we’ve built a brand that resonates with stakeholders, inspires trust, and drives long-term success.
Employee engagement can significantly impact brand perception. How does Hexaware involve employees in contributing to and aligning with the brand?

Our employees are the heart of our brand. At Hexaware, we understand that a motivated and engaged workforce is key to delivering on our promises.
To that end, we’ve implemented several initiatives to align our teams with our brand vision:
• SalesCentral: We’ve developed a Digital Asset Management (DAM) platform called SalesCentral, serving as a single source of truth for all brand collateral. Recently, we enhanced it with AI search capabilities, making it even easier for our teams to access the latest materials. This empowerment enables our sales and account teams to act as informed brand ambassadors.
• Hexaware BrandStore: To foster a sense of pride and unity, we launched the Hexaware BrandStore, offering employees access to the latest branded merchandise. This initiative encourages our team members to represent Hexaware proudly, both within and outside the workplace.
• Recognition and Rewards: Acknowledging employee contributions is integral to fostering a sense of pride. Our recognition programs celebrate both individual and team achievements, reinforcing their role in shaping the Hexaware brand. When employees understand and believe in the company’s mission, they naturally become its ambassadors, and today we are proud that we have over 30,000 brand ambassadors for Hexaware.