This article was originally published in the Brand Finance IT Services 2025 report
Tech Mahindra retains its position as the 12th most valuable IT Services brand globally in 2025. The brand has seen a 9% increase in its brand value to USD3.4 billion, as well as a notable 3.9-point increase in its brand strength index score, commanding an AA+ rating. Under the leadership of Peeyush Dubey, Chief Marketing Officer of Tech Mahindra, the company has been redefining its position as a global technology leader with its transformative “Scale at Speed™” promise. In a recent interview with Brand Finance, Peeyush shares how this positioning has fuelled Tech Mahindra’s brand success amidst a rapidly changing technological landscape. He highlights the company’s focus on emerging technologies like GenAI and 5G, and its unwavering commitment to sustainability and climate action.
Interview with Peeyush Dubey

Chief Marketing Officer,
Tech Mahindra
How has ‘Scale at Speed™’ positioning supporting Tech Mahindra’s brand success?
Our world is experiencing myriad geopolitical disruptions against the backdrop of a fast-evolving technological landscape led by AI. When embarking on a tech transformation journey, organisations must often choose between scaling this journey or prioritising speed. We have seen this across industries, and this is where we have redirected our efforts—to drive the promise of Scale at Speed™, helping all our stakeholders transform at speed while bringing agility and efficiency to their businesses. We have also deepened our partnership ecosystem—with Microsoft to modernise workplaces, with SAP to enhance business transformation, with Salesforce to seamlessly deliver enterprise solutions, with Google to accelerate cloud adoption, and NVIDIA to enable further democratisation of GenAI, among others.
This promise of Scale at Speed™ is deeply rooted in our expertise, the strength of our talent, and the diverse experiences we bring as part of the Mahindra Group. Its success underscores our ability to navigate complexities, deliver meaningful change, reaffirming ourselves as a brand that helps organisations lead with confidence.
How has the company adapted to emerging trends and technologies, and how has this influenced Tech Mahindra’s brand positioning in the market?
We are making next-generation technologies a priority, to constantly engage in conversations alongside collaboration, to create solutions that can improve the way we live. Globally, GenAI, 5G, and other advancing technologies are our key focus areas, working with long-standing partners like Google, Microsoft to build for the future.

We’ve simplified our organisation structure, launched a new iteration of our website to reflect the promise of Scale at Speed™, and remain focussed on customer centricity as we continuously invest to empower our teams with next-generation tools powered by technologies like AI/GenAI.
Our brand properties like the Global Chess League are uniquely positioned to spotlight the sport at a global scale and nurture talent, while our long-standing partnership with Mahindra Racing ensures a solid presence as the only Indian team to compete in ABB FIA Formula E World Championship.
We continue to partner with global leaders like WSJ Intelligence, and this year we are set to launch The Tech Adoption Index, a pioneering research report that will provide a roadmap for decision-makers on their transformation journeys. Our The Big Thinkers platform, developed with WSJ Custom Content Studios, further amplifies thought leadership and drives necessary conversations across our customer C-Suites.
What role is Tech Mahindra playing in terms of enabling sustainability and navigating climate change?
At Tech Mahindra, we see sustainability as brand-defining. We are deeply committed to achieving Net Zero by 2035, Carbon Neutrality by 2030, Brand Spotlight Tech Mahindra | Peeyush Dubey and sourcing 90% renewable energy by the same year. We are also dedicated to being water-positive and achieving 100% Zero Waste to Landfill certification across all owned facilities. These efforts are driven by initiatives like our internal carbon pricing mechanism, which supports investments in renewable energy, energy-efficient technologies, and green buildings.
We have an end-to-end environmental, social, and governance or ESG portfolio to help our customers and stakeholders manage sustainability targets and achieve their ESG goals. Our goal as a trusted technology service provider is to create a sustainable future where the positive impact of our transformation efforts is equally felt across our stakeholders and our communities. Even in our partnerships, sustainability is a key focus. Mahindra Racing, for instance, is the greenest team in motorsport. For years now, Tech Mahindra has been recognised for its sustainability efforts across the world.
We are proud to be one of the few IT companies in the world to drive this momentum ahead. Our efforts have been recognised globally as Tech Mahindra has been ranked 1st in India and 2nd globally by the Dow Jones Sustainability Index (DJSI) 2024, marking a decade of our inclusion in the DJSI World Index and Emerging Markets. TIME magazine also named us one of the World’s Most Sustainable Companies of 2024.
