It’s official: Satyam is now Mahindra Satyam

It’s official now! Satyam Computer Services will, from now on, be known as ‘Mahindra Satyam’. The IT services major has recently gone in for a major change in its branding. Financial Chronicle had reported on May 24 about the likelihood of the fraud-hit company being renamed as ‘Mahindra Satyam’ or a similar configuration of the two words.

The logo of the company would be adopted from the Mahindra group, Satyam said in a statement. The strategic move paves the way for the emergence of a robust brand, which draws from the core values of the Mahindra Group and the inherent strength of the Satyam brand, the company said in a statement.

‘Mahindra Satyam’, an amalgamation drawing on both Satyam and Tech Mahindra, was unveiled to a small group of decision makers before going public with it, a person close to the development told Financial Chronicle. “After getting a favourable response from the group, it was decided to make a general announcement,” the person adds.

The company has charted out five ‘core values’ for the Mahindra Satyam brand, namely good corporate citizenship, profession-alism, customer first, quality focus and dignity of the individual. Ever since Tech Mahindra decided to buy a controlling stake in the troubled company, there was talk of it wanting to change Satyam’s name, which had been sullied by Raju’s scam.

Some of Satyam’s clients had asked Tech Mahindra executives to consider changing the branding as they were apprehensive about the impact their association with Satyam would have on their businesses. Brand analysts, too, had collectively opined that a new moniker would go a long way in shoring up Satyam’s public image. “Through the new name, Tech Mahindra has got the best of both the worlds,” the person says. “The new brand would remind clients about the strong points of the M&M group while also not obscuring Satyam’s strengths in enterprise resource planning and other such segments.”