From a company that grew by word of mouth back in the 1970s, the US$4 billion Tata Consultancy Services (TCS) has come a long way and will be spending about US$10 million on brand building to travel farther ahead from here.

“It (brand building exercise) is a major step ahead for TCS for making its brand name visible across the world... It is probably the first from any Indan company,” TCS Director Marketing (UK) Keith Sharp said.

Asked to comment on the $10 million investment in this exercise, he said “This is for the current fiscal year and it is just the tip of the iceberg,” he added.

He said companies like IBM and accenture are way ahead of us but we are catching up fast. “The initial focus has been on what we are doing but now we have started to focus on brand positioning as well. From a business perspective, on time delivery is must for our customers,” TCS Vice President & Country Head (UK & Ireland) A S Lakshminarayanan said.

In 1975, people had all kinds of perception as to what a company can do and cannot. The perception is improving but still not many know that TCS is working on some very critical projects, he said.