Tech Mahindra is a global information technology and consulting company that provides digital transformation, artificial intelligence, and business process services to enterprises across various industries. Pulse 2.0 interviewed Tech Mahindra Chief Marketing Officer Peeyush Dubey to learn more.
AI-Led Transformation
Tech Mahindra has been sharpening its focus on AI-led transformation. What are the top priorities driving this shift, and how are you positioning the company for the next wave of enterprise AI adoption? Dubey said:
“Our priority is to help enterprises move from experimentation to scaled, measurable AI outcomes. We are focusing on three areas: building AI-ready operating models, modernizing data foundations, and accelerating adoption through Agentic AI platforms. Across industries, customers are seeking our advice on where AI creates value, how to redesign processes, and how to deploy responsibly at scale. We are supporting them by integrating design, data strategy, and enterprise architecture, ensuring AI investments are tied to real business outcomes. With our productized accelerators and governance frameworks, we are positioning Tech Mahindra to guide customers through the next wave of transformation.”
Biggest Opportunities
Where do you see the biggest opportunities for Tech Mahindra to differentiate itself in an increasingly competitive IT services landscape, especially as GenAI becomes commoditized? Dubey shared:
“As GenAI becomes mainstream, differentiation will stem from how effectively a partner integrates AI with business value. The TechM advantage lies in an approach that integrates experience design, data strategy, and industry-specific use cases. Enterprises want clarity on value pathways, change management, governance, and operating model redesign, and that is where we lead. Platforms such as TechM Orion and our productized assets help unify workflows, accelerate build cycles, and ensure verifiable outcomes, not just prototypes. By aligning transformation with vertical priorities and leveraging our AI proficiency ecosystem, Tech Mahindra stands out through advisory depth and execution discipline.”
Brand Refresh
Walk us through the brand refresh – what was the communication strategy around it? Dubey explained:
“Our brand refresh is as much about strategy as it is about design. It covers brand architecture, employee value proposition, visual branding, and verbal branding. For the visual aspects, when we looked at competitors in our space, we noticed common and predictable designs and patterns. We wanted to break free from that sameness.”
“We revisited our brand toolkit, which includes logo, colors, patterns, typography, illustrations, and more. We began with Mahindra’s iconic ‘rising beam’ and overlaid it with the chessboard – a strong association for Tech Mahindra given our Global Chess League. The intersection forms a unique “edge” shape, affectionately called the lozenge, which we now use as our new symbol. This is an additive refresh -we’ve retained the Tech Mahindra wordmark, which carries immense trust and heritage, while adding a symbol that can carry some of the visual responsibility.”
“You’ll now see a full logo unit – the symbol and the wordmark together – giving us flexibility and scalability. In terms of colors, while Mahindra Red remains central, we’ve expanded the palette to include darker and pastel shades. We’ve also developed new patterns using the rising beam and chessboard motifs, creating a distinctive look that allows for motion elements suitable for digital use. This design philosophy will be reflected across all touchpoints, including offices, events, digital assets, and even merchandise.”
Building A Distinct Brand Identity
How crucial is it to build a distinct brand identity in today’s fast-evolving, highly competitive tech landscape? Dubey pointed out:
“In a mature industry, clients don’t just choose what they want to work on; they choose who they want to work with. It is essential to be in that “evoked set” of brands. We track unaided awareness annually. Our goal is to be in the top three to five brands recalled for AI, data, or digital services. The refreshed identity, unique color palette, and new design system are meant to make Tech Mahindra instantly recognizable and to reduce friction to sales.”
Investment For The Brand Refresh
This sounds like a significant undertaking- what level of investment did the brand refresh require? Dubey revealed:
“We haven’t increased our overall marketing spend. Instead, we’ve redistributed it strategically. At Tech Mahindra, we allocate marketing efforts under three buckets: Brand, Demand, and Expansion. Brand focuses on awareness, Demand on acquiring new customers, and “Expand” on deepening relationships with existing clients. In a rebranding year, the ‘brand’ share naturally increases. We reallocate funds to balance the spending without adding new budgets. So, it’s about smart redistribution, not incremental spending.”
Transforming Marketing Operations
How are AI and machine learning transforming your marketing operations and content strategy? Dubey pointed out:
“AI has become a core enabler for us – not just in operations but in marketing transformation too. We were one of the first companies to implement an AI Policy for Content. Given the growing risk of “AI hallucinations,” we allow AI tools but require every output to be reviewed by a human before publication.”
“AI has streamlined multiple workflows. For instance, when clients request customized company profiles for RFPs, AI now generates these quickly, saving hours of manual work. The bigger impact, though, is on our marketing tech stack. AI identifies which companies are actively seeking specific technology solutions. Instead of targeting 2,000 potential firms, we now focus on the handful that are actually in the market. That precision targeting improves ROI significantly. “
Evaluating New Alliances
TechM recently announced several partnerships and investments in AI ecosystems. What criteria do you use when evaluating new alliances or technology bets? Dubey described:
“Our partnership decisions are based on strategic relevance, enterprise scalability, and responsible AI alignment. We evaluate whether a technology enhances value creation, specifically in areas such as multi-agent systems, enterprise-grade governance, domain intelligence, and accelerated AI development cycles. We prioritize partners who strengthen our vertical offerings, integrate seamlessly into customer environments, and offer long-term innovation. Equally important is assurance, encompassing security, compliance, verifiability, and transparency throughout the AI lifecycle. Our goal is to curate an ecosystem that enables customers to transition from pilots to production with confidence. Every partnership is evaluated through the lens of customer outcomes, interoperability, and the impact of sustainable transformation.”
Evolving Its Delivery Model
As enterprise buyers become more outcome-driven, how is Tech Mahindra evolving its delivery model and value proposition to meet these expectations? Dubey noted:
“As enterprises shift to outcome-based engagement, we are evolving our delivery model to blend with AI-enabled execution. Our approach unifies human expertise with autonomous AI agents, improving speed, accuracy, and repeatability of complex workflows. Teams focus on defining value metrics, rearchitecting processes, and helping customers adopt intelligent operating models. Platforms like TechM Orion strengthen our ability to deliver measurable outcomes through verifiable AI, integrated governance, and reusable components. We are increasingly structuring engagements around productivity, customer experience, and revenue impact rather than traditional effort-based models. The goal is simple: deliver predictable value, transparent performance, and scalable transformation for our customers.”
Evolving Talent Landscape
How do you see the global talent landscape evolving—especially in AI, cloud, and cybersecurity—and what steps is Tech Mahindra taking to build and retain next-generation skills? Dubey emphasized:
“The global talent landscape is shifting toward deep, multidisciplinary skills where AI, cloud, and cybersecurity increasingly converge. Enterprises need talent that can design intelligent systems, manage governance, and embed security into every layer of transformation. Our view is that future-ready talent must combine technical fluency with design thinking, data literacy, and commercial awareness. At Tech Mahindra, we are building this through structured proficiency programs, hands-on labs, and role-based academies that prepare employees for AI-led work. Beyond upskilling, we focus on career mobility, cross-functional squads, and outcome-based learning models that help talent move into higher-value roles. Retention is anchored in capability growth, not just capacity.”
Impact Of Internal Restructuring
Tech Mahindra has undertaken internal restructuring and portfolio sharpening. What tangible impact is this having on growth areas, customer engagement, and operational efficiency? Dubey commented:
“The biggest impact has been increased focus on high-growth areas like AI, cloud modernization, design-led transformation, and engineering services. By consolidating capabilities and aligning them to vertical priorities, we have reduced fragmentation and improved the speed at which we respond to customer needs. Portfolio sharpening has also allowed us to channel investments into differentiated platforms and Advisory + AI offerings, improving both deal quality and win rates. Operationally, cross-functional pods and simplified governance structures have improved accountability and reduced cycle times. The result is a more coherent, experience-driven, and value-centric approach to customer engagement.”
Misconceptions About The Company
What misconceptions do customers or the market often have about Tech Mahindra today, and how are you working to shift that perception? Dubey clarified:
“A common misconception is that Tech Mahindra is primarily a sector-specific provider. The reality is that our portfolio today is rich with clients across sectors, deeply experience-driven, and anchored in advanced AI, engineering, and cloud transformation. To shift market perception, we are leading advisory-led conversations, accelerating platform-based delivery, and demonstrating impact through industry-specific AI solutions. Our investments in Agentic AI, data modernization, and design capabilities reflect a forward-leaning strategy focused on value creation, not just execution. We are also amplifying our vertical depth and thought leadership to ensure customers see us as a strategic transformation partner.”
Emerging Technologies
Looking ahead, what emerging technologies or industry shifts do you believe will have the biggest impact on Tech Mahindra’s strategy over the next three years? Dubey concluded:
“We are closely observing several shifts: the rise of Agentic AI systems, the enterprise-scale adoption of autonomous workflows, industry-specific foundation models, and cloud-native architectures that enable real-time intelligence. Equally important is the convergence of AI with cybersecurity, sustainability, and experience design, demanding new operating models and governance frameworks. We see world models, multi-agent orchestration, and secure AI infrastructure becoming core to how enterprises operate. Our strategy is centered on integrating these technologies into transformation journeys, ensuring customers can adapt with confidence. The focus remains on measurable outcomes, resilient architecture, and scalable innovation across industries.”
