This article was originally published in the Brand Finance IT Services 2026 report.
Persistent Systems enters the Brand Finance IT Services 25 ranking for the first time in 2026, debuting in 22nd place with a brand value of USD989 million following a 22% increase from 2025. This notable increase makes it the fastest-growing IT Services brand over the past year.
Persistent Systems has built its brand through focused execution, deep engineering expertise, and a clear commitment to solving complex business challenges, while its evolution from a digital engineering firm to an AI-led, platform-driven enterprise transformation partner has strengthened its credibility and relevance at scale. In a recent interview with Brand Finance, Sandeep Kalra, Executive Director and Chief Executive Officer, Persistent Systems shares insights into how this strategic evolution continues to drive the company's brand value in an AI-driven IT services landscape.
Interview with Sandeep Kalra
What would you consider as the defining moment or milestone in building and strengthening the Persistent Systems brand?
Executive Director and
Chief Executive Officer,
Persistent Systems
Persistent’s brand has evolved through deliberate inflection points where founder’s intent, strategic clarity, and disciplined execution converged. From inception, Anand Deshpande set a clear brand promise: solving complex business problems through high-quality engineering. Early emphasis on deep engineering expertise, product-centric thinking, and long-term customer relationships established Persistent’s DNA and differentiated it in a crowded IT services market.
A major milestone was repositioning Persistent from a digital engineering and outsourced product development firm to an enterprise transformation partner. By sharpening industry focus, investing in repeatable platforms, and adopting an outcome-driven engagement model, we elevated relevance in large-scale transformation programmes.
More recently, we pivoted to an AI-led, platform-driven services strategy, embedding AI into delivery models, platforms, and operations. This enabled scalable innovation, consistent outcomes, and strengthened our positioning as a partner that operationalises AI at enterprise scale rather than piloting it.
Persistent has also evolved into an ecosystem orchestrator, convening hyperscalers, technology partners, startups, and advisory firms to deliver integrated solutions. Crossing the USD1 billion revenue mark in FY23, one year ahead of plan, validated these pivots, demonstrating scale, credibility, and execution capability.
Equally important, brand strength is cultivated from within: inclusive Employee Stock Ownership Plan(ESOP) programmes, Persistent University, and AI readiness initiatives have built a culture of ownership, ensuring that clients experience our brand through empowered teams.
Collaboration and partnerships have become crucial elements in today’s interconnected world. How has Persistent Systems fostered strategic alliances, and what role have these partnerships played in driving brand value growth?
Partnerships are a core pillar of Persistent’s growth. We moved from participating in ecosystems to orchestrating them, integrating hyperscalers, technology providers, domain specialists, and advisory firms to deliver cohesive transformation programmes. These collaborations amplify scale, accelerate innovation, and expand our addressable market.
Hyperscaler partnerships underpin our AI-led, platform-driven strategy, enabling joint solution development, co-innovation, and faster client outcomes. Collaborations with advisory firms support complex, multi-year transformations, combining strategic insight with execution rigor. Private Equity and portfolio-led partnerships provide repeatable, portfolio-wide programmes, reinforcing Persistent’s reputation as a strategic enabler of outcome-driven change.
How has the company adapted to emerging trends and technologies, and how has this influenced Persistent Systems’ brand positioning in the market?
Persistent anticipates shifts early, investing ahead of demand and operationalising change at scale. We transitioned from capability-led to outcome-led engagement by deepening vertical expertise and building micro-verticals around business problems. End-to-end ownership models, including Large Deals and Private Equity channels, enabled predictable scaling and reinforced full-lifecycle transformation capabilities.
Targeted acquisitions in cloud, data, BFSI, and AI, combined with Persistent University’s reskilling programmes, expanded delivery depth and AI readiness. Embedding AI into platforms and delivery – becoming “customer zero” for our own AI vision – allowed clients to scale from experimentation to production adoption.
External recognition, from hyperscaler showcases to analyst endorsements including Gartner, Everest Group, and ISG, validates Persistent’s strengths in digital engineering, cloud modernisation, and AI-led transformation. These affirm our market perception as a credible, AI-led enterprise transformation partner.
Social responsibility and sustainable practices are increasingly important to stakeholders. How has Persistent Systems integrated sustainability initiatives into its brand strategy?
Sustainability is embedded in Persistent’s growth model. Carbon neutrality for Scope 1 and 2 emissions, commitment to SBTi-approved net-zero by 2050, renewable energy adoption, and circularity initiatives demonstrate our environmental accountability. Social impact is delivered through inclusive workplaces, diversity goals, upskilling programmes, and structured community engagement.
The Persistent Foundation extends support beyond India to the U.S., working with non-profits in education, veterans’ support, animal welfare, and vulnerable populations. Strong governance, global reporting standards, and third-party assurance reinforce transparency and trust. Collectively, these initiatives strengthen brand credibility and ensure that innovation and responsibility scale together.
What are the key trends you envisage in the AI-driven IT services industry over the next three years, and how can brands navigate or capitalise on those?
AI is transforming IT services from incremental technology to core enterprise infrastructure. Enterprises expect AI embedded in processes with reliability, security, and measurable outcomes. Partners must operationalise AI at scale, taking end-to-end accountability from strategy to optimisation. Agentic and autonomous AI delivery models will redefine productivity, operating models, and execution speed, while responsible AI, data modernisation, and governance will become critical trust anchors.
Talent readiness – reskilling, adaptability, and ownership – will be as decisive as technology itself. Brands that combine AI-led platforms, ecosystem orchestration, governance, and a culture of ownership will emerge as leaders. Persistent’s focus on these pillars positions it to simplify complexity, deliver consistent outcomes, and sustain market credibility in an AI-driven enterprise landscape.
