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Desi Geek's Ideal

Reforms 2020 - September - 2011

Integrity and intellect have been the cornerstones of Infosys' journey as one of India's most respected brands.

BRANDS are often markers and symbols of major social transitions, and the Infosys brand is a multi-faceted one that encapsulates the transition from a socialist, closed India to a globally connected modern market economy. The Infosys brand is a representation of India's journey from zero to hero on the global stage– from providing unskilled labour to the richer world to being a country of smart people who have higher order skills to service the IT needs of even the most advanced countries in the world. Just as the Apple brand is seen to represent the symbolic new frontiers of California and Silicon Valley, the Infosys brand represents the symbolic new frontiers of new India and the International Indian: A desi geek and not a westernized sophisticate, middle-class and understated not affluent and flamboyant; but one for whom the world is his oyster. Be it Mexico or Malaysia, Alabama or Azerbaijan, he fits in as a helpful plug-and-play module of Indian capability and desi smartness.

The Infosys brand also epitomizes the attitudes of "we can overcome" and "it can happen also in India". It's our version of Nike's "just do it". It stands for world-class operating ethics, disciplined workers and overcoming infrastructure problems.

Most of all, it is an inspiring symbol of India's newest discovery of self–the knowledge economy where Lakshmi and Saraswati do come together, and of how the ability to create serious wealth is no longer the privilege of the privileged, but is possibility open to everyone with entrepreneurial acumen or distinctive capability.

BRAND
PERSONALITY

THOUGH SET UP IN THE EIGHTIES, THE INFOSYS BRAND CAME INTO ITS OWN IN THE NINETIES AFTER THE PROCESS OF ECONOMIC LIBERALISATION TOOK OFF AND HENCE, IT IS KNOWN AS A BRAND OF ECONOMIC LIBERALISATION. THE BRAND WAS SELDOM SEEN IN THE MASS MEDIA SPACE. IT NEVER ADVERTISED THE WAY A CONSUMER BRAND WOULD, YET THE JOBS AND WEALTH CREATION AND THE GLOBAL RECALL IT BUILT IN A SHORT SPAN OF ITS JOURNEY, HELPED IT EMERGE AS ONE OF THE MOST POWERFUL IT BRANDS IN INDIA AND IT CONTINUES TO HOLD THAT STATUS

BRAND
MILESTONES

  • 1981: Infosys starts with a capital of $250 in Pune
  • 1993: Introduces Employees Stock Options Scheme
  • 1997: Judged as one of India's most remarkable and rapidly-growing entrepreneurial companies by the World Economic Forum
  • 1999: The company hits $100 million in annual revenues. Listed on Nasdaq.
  • 2000: Infosys relaunches its universal banking solution Banks 2000 as Finacle.
  • 2001: Chairman and CEO NR Narayana Murthy named among the "25 most influential global executives" by TIME/CNN
  • 2002 Launches Progeon offering business process outsourcing services
  • 2004: Infosys Global Business Foundation School is selected for the American Society for Training & Development (ASTD) Excellence in Practice under the workplace learning and development category. The Medinge Group, and international think-tank on branding and business, identifies Infosys as one of the eight companies across the world as top brands with a conscience.
  • 2006: Infosys' annual revenues cross the $ 2 billion mark, buoyed by the outsourcing urge. Launches a new branding campaign: Win in the flat world. Becomes the first Indian company to be added to any of the major global indices, when it is added to the Nasdaq-100.
  • 2007: Becomes the first Indian company to win Nielsen Norman Group's Intranet Design Annual Award
  • 2008: Annual net profits cross $1 billion
  • 2009: Ranked among the greenest brands in India. Employee-strength crosses 100,000
  • 2010: The brand is valued at Rs.36,907 crore. Was valued at Rs 14,153 crore in 2005
  • 2011: Announces a new phase that it describes as Infosys 3.0. The idea is to move from a technology solutions company to a business solutions company and proactively help customers build the enterprise of tomorrow. The brand positioning statement is now "Building tomorrow's enterprise". In May, the company drops the word 'Technologies' from its name as it feels it is no longer required given that it now offers a broad range of end-to-end services