Hexaware undergoes makeover

Shyamala Seetharamanan, Chennai
Financial Chronicle Business Standard
Mid-sized IT services provider Hexaware Technologies is focused on improving its brand image to accelerate new business wins. The company launched its refocused brand identity with the tag line “Your success is our focus” at its Chennai campus on Wednesday.

PR Chandrasekar, chief executive officer and vice-chairman of Hexaware, said: “With this launch, we hope to reiterate this message to all stakeholders such as clients, employees, investors and shareholders. We recently verticalised our offerings with respect to both technology and non-technology resources. Even our sales people are expected to be domain experts. The new brand identity will also help to communicate our value proposition and competitive edge.”

The initiative is meant to bring consistency in all of the company’s internal and external communications, said Amit Varshneya, vice-president, marketing, Hexaware.

“We have been a very silent company so far by just doing our work and strengthening our offerings. We hope the new exercise communicates the focus that Hexaware lays on being the trusted partner for its customers,” he added.

The company has spent roughly about $100,000 on the exercise, which includes revamping its web site and creating awareness among employees about its core values, he said.

Hexaware was among the first to announce the creation of a “virtual bench” in March to put 350 unbilled employees on sabbatical and training. The company stopped adding employees to the bench two months ago, Chandrasekar said.

Hexaware’s attrition rate is among the highest in the industry at 17.2 percent as of last quarter. The IT services provider has about 5,200 employees spread across four locations in India.