Mid-tier IT solutions company Mindtree announced on Friday that it had rebranded itself to reflect the changing face of the Indian IT services landscape. The company, which was founded in 1999, will have a new logo, new house colours and a new brand identity, said company Chairman Subroto Bagchi.

Mr. Bagchi said the company’s new identity reflected a “repositioning” that focussed on expertise and was relevant to the diverse needs of customers.

“For 14 years we were known to be humble, down to earth and introspective, but now we need to be strategic, bold and decisive,” he said. “Our aspiration is to build a memorable company by 2020,” he said.

Mr. Bagchi, one of the founders of Mindtree , said the company’s performance had been “disproportionate to its age and size.” “We had won the deal for the Aadhaar project, against competition from much bigger players such as IBM and Accenture,” he observed.

Asked if the rebranding exercise reflected the change in the environment in which IT companies were operating in, CEO and Managing Director Krishnakumar Natarajan said, “Customers are now seeking solutions to problems, not mere reductions in costs.”

He said the IT services industry, in the 1990s, built the global delivery model which was simple but effective as a value proposition.” As many more companies joined in, this alone was not good enough for customers, he said.

RELATED NEWS

Mindtree Q4 net drops 20 %April 22, 2013

More In: Companies | Business