Niit Case Study

NIIT Technologies was widely viewed as a reliable company with excellent talent. The company was trusted to deliver well on clearly defined Service Level Agreements (SLAs). But the future was changing for NIIT Tech and for the IT industry as a whole.

The original value proposition for the Indian IT software and services industry was primarily cost arbitrage; providing reliable services to offshore customers at lower cost than they could achieve with their in-house IT departments and teams. However, while cost remained important, customer expectations were rapidly changing.

To continue on a path for growth, NIIT Tech needed to deliver more than low-cost reliability. NIIT Tech’s customers often “did not know what they did not know” – and now needed their technology partners to advise them on new problem definitions and new technical solutions, and even to propose innovations not yet imagined or understood.

Within 36 months the company achieved a comprehensive cultural revolution with “New Ideas, More Value” as the key differentiator in a crowded  field. With boldness, actions, mistakes and learning along the way, this is a compelling story of vision, commitment, and results over three years:

  • 100% gain in share price
  • 55% points gain in customer-facing ideas
  • 16% points gain in employee engagement
  • 6% points gain in Net Promoter Score

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Categories:Company Updates
Tags:Arvind Thakur, cultural revolution, More Value", new ideas, NIIT, NIIT Technologies, share price

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Case Details:


Case Code:BSTR033Electronic Format: Rs. 300;
Courier (within India):Rs. 25 Extra


Business Environment
Case Length:11 Pages
Period:1989 - 2002
Pub. Date:2002
Teaching Note:Available


The case explores the reasons behind the success of the Indian IT education major, NIIT.

The company's efforts in building the Indian IT education market and its own brand equity are discussed in detail.

The case also takes a look at the strategy adopted by the company for improving its performance during the slowdown in the IT industry.


» The reasons behind NIIT's success and the strategies adopted by the company in building its brand image



Indian IT, education major, NIIT, market, brand equity, strategy, case, case study, Business strategy

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