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Mahindra-British Telecom dons a new identity, rechristened as Tech Mahindra

Mahindra-British Telecom dons a new identity, rechristened as Tech Mahindra

Author | Pritie S Jadhav | Tuesday, Feb 28,2006 7:44 AM

Mahindra-British Telecom dons a new identity, rechristened as Tech Mahindra

Mahindra-British Telecom (MBT), India’s 8th largest software exporter and one of the largest solutions providers to telecom companies around the world, has announced its new corporate name and identity – Tech Mahindra.

The company’s new corporate identity and change of name comes at a time when it is on an expansion drive and is aggressively diversifying its client base to address new players in the telecom ecosystem.

Said Rajesh Chandriamani, Corporate Head, Marketing, Tech Mahindra, “We started our business with British Telecom and it still is a large shareholder and continues to be the largest customer, but in the last couple of years the organisation has diversified and we have expanded our customer base further. There are many global clients who have come onboard and thus, we thought there was a need to change the brand name to be a true reflection of its existing client base and capabilities. This new brand reflects our expanded business scope and continued focus on high technology and services.”

The old logo has made way for a new one, with fresh, dual colours of red and grey representing brightness, vivacity and stability, respectively. The letters ‘T’ and ‘M’ are intertwined to show the deep connection between technology and Mahindra, and the sharpness in the font is symbolic of the cutting edge technology on which the company is working. The design suggests the due importance of technology in today’s world as ‘Tech’ stands at the top and ‘Mahindra’ in the familiar font sits below, reasserting the legacy and equity it provides.

Delhi-based agency Mindspace is responsible for giving Tech Mahindra its new look. “We had invited about five ad agencies, which then went through the process of shortlisting. Mindspace met our expectations in terms of delivery,” added Chandriamani. Events are taken as a platform by the company to reach out to its customers and inform of the change.

The company had recently acquired Axes Technologies for $52.25 million, which strengthens its product engineering offerings. The company has added three development centres in India and one in the US. For the nine months ended December 2005, total income stood at Rs 842.9 crore. Profit after tax grew 126.6 per cent to Rs 162.6 crore. A growth of 35 per cent is envisaged by the company for the year ending March 2006.

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