Rebranding of Satyam Computer Services

The long-awaited rebranding of Satyam Computer Services by its new owner Tech Mahindra (TechM) has been officially unveiled. The new brand, Mahindra Satyam, is a hybrid brand drawing on both Satyam and Tech Mahindra, and will be shown to a select audience initially.

"This rebranding exercise symbolises an amalgamation of the Mahindra Group's values with Satyam's fabled expertise, even as it retains that part of Satyam's identity which signifies commitment, purpose and proficiency of the organisation and its people," says Anand Mahindra, vice-chairman and managing director, Mahindra Group.
"With this synergistic approach, Mahindra Satyam will learn from the best management practices of the Mahindra Group, while focusing on nurturing Satyam's innate skills and capabilities," said Vineet Nayyar, executive vice-chairman, Satyam board.
Senior executives at Satyam, TechM and Mahindra and Mahindra have been working on the rebranding exercise with select external advisors, ever since TechM emerged as the winner in an auction to acquire Satyam about two months ago.
The rebranding will leverage both Satyam and Mahindra brands. While TechM doesn't want to continue with the Satyam brand in its present form, it wants to leverage the strengths of the tainted firm.


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