1. Tech Mahindra: An Indian Multinational Provider of IT Services

2. Composed of Two Components In a country which is largely dominated by the IT sector, the importance of the software industry is enormous. Growing at phenomenal rates, this sector is largely composed of two components – business process outsourcing (BPO) and IT services.

3. An Indian multinational provider of Information Technology Many major metropolitan cities such as Hyderabad, Bangalore, Mumbai, Chennai, Delhi, Trivandrum and Kolkata contribute to this sector’s exports. Part of the Mahindra Group conglomerate, Tech Mahindra Limited is an Indian multinational provider of information technology (IT), business support services (BPO) and networking technology solutions to the telecommunications industry. Tech Mahindra Limited Also one of the leading software firms in India, it had merged with Mahindra Satyam in 2013; thus making it the fifth largest IT company in the country (Tech Mahindra-Mahindra Satyam). The brand positioning of the company represents the ‘new connected’ world.

4. Some of the main features of its brand positioning The company has moved from globalisation to localisation, where the emergence of social media, internet, mobility and networking, have erased all the barriers that make us a virtual colony The entire universe has ‘literally’ converged into a small mobile screen (smart phones), where people are connected 24/7. Here they constantly read; share their views, ideas and experiences. This has led to an evolution of a world full of possibilities where customers are co-innovating and the market is driven by networking platforms

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