While IT firms are on a firing spree, Wipro is busy reinventing itself

Wipro dons new face for changing times, hopes to push forth its image as digital tech services firm

Even as the Indian IT industry faces its biggest crisis ever, companies in the sector have undertaken a massive rebranding exercise. After L&T Infotech, it is the turn of Wipro, the country’s third largest IT firm to overhaul its visual identity as it seeks to let customers across the world know that the brand is changing with the changing times. However the question really is: how does a legacy brand such as Wipro reinvent itself? 

Azim Premji, the septuagenarian chairman of Wipro hinted earlier this year that the company that has been through many overhauls (mid 1980s, from an oil