TCS to carve out a new brand identity for its artificial intelligence product Ignio - ETtech

Tata Consultancy Services (TCS) is creating a product brand for its artificial intelligence (AI) product Ignio and has hired from US companies to drive sales of the standalone product, a move that analysts say is akin to building a software company with a different model to its traditional services. The company is working to ensure the Ignio brand is a standalone -- with a separate website that has minimal TCS branding. Digitate, the unit that houses Ignio, is only once referred to as a TCS venture. "If you want to sell Ignio as a product, you have to create a product brand. TCS as a services brand is humongous. We have to make sure that the product can stand on its own. It is deeply embedded in TCS, but from sales and branding perspective, you have to create an identity," Harrick Vin, global head of Digitate, told ET in an interview.