Comprehensive Marketing Strategy of Hexaware Technologies – With Detailed Overview

Updated on: Feb 5, 2024
marketing strategy of hexaware technologies

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In a previous article, we learned about the detailed Marketing Strategy of Tata Consultancy Services TCS, a leading Indian multinational technology company. In this blog, we will elaborate on the marketing strategy of Hexaware Technologies – One of India’s top IT management services company.

The main motive is to understand and know insights into Hexaware Technologies and how it became one of  India’s top IT management services company Hexaware Technologies aims to become the largest IT management company in India.

So, as you can see, the world is fully online now, and marketing is the rib of every industry. If you are interested to know more about marketing then do check out our Free Masterclass on Digital Marketing by the CEO and founder of IIDE, Karan Shah.

We will understand the entire marketing strategy of Hexaware Technologies by the end of this blog. Before getting into it, let’s start with the company’s story, target audience, and digital presence.

About – Hexaware Technologies Company Overview

hexaware technologies logo

Hexaware Technologies is an information technology (IT) and business services company based in Navi Mumbai, India. Founded in 1990 by Atul Nishar.

The company has offices in countries across the world, including the United States, Mexico, Canada, Brazil, Sydney in Australia, Singapore, Japan, India, China, United Arab Emirates, United Kingdom, Germany, Romania, and the Netherlands.

R Srikrishna became the company’s new CEO on  July 28, 2014, Hexaware offers a diverse variety of specialized business services for various industries, including banking, education, insurance, manufacturing, travel and transportation, capital markets, etc.

The company offers services and solutions in application transformation management, business intelligence and analytics, business processes, digital assurance, and enterprise software.

The company’s current employee strength is over 25,000 with over 255 clients across the globe. Hexaware has been tagged as the fastest-growing outsourcing provider by Asia Outsourcing Congress for the year 2015-2016, and the company is listed among Asia’s 200 best under a Billion on Forbes.

According to its Q1 2018 Financial Update, Hexaware has reported a 12.1% revenue CAGR in USD terms. The company has added USD 180 million in fresh business signed in 2017.

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What’s new with Hexaware Technologies?

Hexaware Technologies, a worldwide provider of IT consulting, technology, and digital solutions, has been making considerable progress in its operations. The following are some of the most recent advancements:

  1. Expansion of Global Life Sciences and Healthcare Capabilities: Hexaware Technologies has declared a substantial enlargement of its worldwide capabilities in the Life Sciences and Healthcare sectors, achieved through the successful integration of the newly procured businesses, Highpoint Solutions, and Mobiquity.
  2. Fastest-Growing Brand: The Brand Finance Report, which was recently published, identified Hexaware as one of the most rapidly expanding brands in the IT Services industry for the year 2023.
  3. Hiring Plans: Hexaware Technologies, headquartered in Mumbai, is formulating plans to recruit 6000 professionals and has also listed 419 job vacancies on LinkedIn.
  4. Digital Enablement Services: The firm provides services for digital enablement, which include consumer interaction services, digital enablement, engagement on social media, and digital marketing services.
  5. Business Process Outsourcing Services: Hexaware is a provider of business process outsourcing solutions, inclusive of back office operations, customer contact centers, and custom IT services. The essence of the sentence remains unchanged.

Buyer Persona of Hexaware Technologies

Buyer’s Persona






20 years


Senior Executive at a private equity firm


  • opportunity to capitalize on the growing IT services industry
  • Driven by the potential for high returns on their investment
  • increasing demand for digital solutions.

Interest & Hobbies

  • Keen interest in technology trends and advancements.
  • Enjoys reading industry reports
  • Attending tech conferences
  • Staying updated with the latest news in the IT services sector.
  • chess

Pain Points

  • Navigating high starting leverage
  • Dependence on dividends from the acquired company for its debt service requirements.
  • Ensuring that the acquired company can maintain its strong performance in the face of industry changes and competition.

Social Media Presence

  • Instagram
  • Pinterest
  • Facebook
  • Tinder

Marketing Mix of Hexaware Technologies

Hexaware Technologies is a global provider of IT, BPO, and consulting services. The company’s marketing strategy is a blend of traditional and modern approaches, tailored to meet the needs of its diverse clientele.

The marketing mix of Hexaware Technologies can be understood in terms of the 4 P’s of Marketing: Product, Price, Place, and Promotion.

  1. Product: Hexaware Technologies is a purveyor of an extensive array of services, encompassing business process outsourcing, back office functions, customer interaction centers, and tailored IT solutions. In addition, the firm extends its offerings to include services for marketing operations, digital marketing strategies, and a diverse set of additional solutions.
  2. Price: The pricing approach of Hexaware Technologies is not distinctly articulated in the search findings. Nevertheless, one might deduce that the firm probably employs a competitive pricing model, considering the intense competition prevalent in the IT and BPO industries.
  3. Place: Hexaware Technologies functions on a global scale, extending its services to clientele worldwide. The corporation utilizes digital platforms as a means to connect with its customers, thus transcending geographical limitations. 
  4. Promotion: Hexaware Technologies employs a blend of conventional and digital marketing tactics for its promotional activities. This encompasses strategies such as content marketing, social media outreach, search engine optimization, and various other digital marketing services.

Marketing Strategy of Hexaware Technologies

marketing strategy of hexaware technologies

Let’s learn about the marketing strategy of Hexaware Technologies  And how Hexaware carries the marketing campaign etc.

1. Segmentation, Targeting, and Positioning

Hexaware Technologies aims at outsourcing IT management services and offers a diverse variety of specialized business services for various industries, including banking, education, insurance, manufacturing, travel, and transportation, capital markets.

The Company targets Indian and international clients for IT management services.
India is overgrowing in the IT sector and it has emerged as the most preferable with IT and its outsourcing Hexaware plays a dominating role in the IT Management Service Sector.

Hexaware Technologies has established itself as a highly appealing and performance-centric brand. Consumers see Hexaware Technologies as a consumer-focused brand that has revolutionized IT services.

It has successfully established itself as a global leader with the fastest-growing next-generation provider of technology.

2. Marketing Campaigns

Hexaware Technologies has not done any such marketing campaigns but the company works in the Marketing Operations service domain.

3. Social Media Marketing

Being one of India’s top IT management Service companies Hexaware is active on Linkedin and has around 1M followers on Linkedin and a base of 168K followers on Facebook.

4. SEO Strategies

As per SEO ranking, it is said that the number of keywords – below 500 is bad, above 1000 is good, and 10,000+ is amazing. As we can see that has 24,066 organic keywords and it’s considered great. That means the digital marketing of Hexaware is gaining a really good number of insights. 

Also, the traffic per month is around 10K+ which is known as average. Hence, Coolberg still needs improvements in its SEO strategies while working hard enough to keep the brand soaring in the Google organic SERP results.

5. Mobile Apps

There are no mobile apps for Hexaware Technologies. However, mobile apps are strongly advised because they give marketers a direct channel of connection with customers and enable businesses to be constantly visible to their target audience.

The fact that mobile app marketing expands brand reach is another benefit. Adequate strategy implementation and successful marketing campaigns can be major advantages in luring target users. Now that your branding and reach are effective, it’s time to raise user engagement.

6. Influencer Marketing

Hexaware Technologies has not done Influencer marketing as such but the company has a strong base of clients and a strong influence on the market that attracts a large number of people.

7. E-commerce Strategies

The company has no such E-commerce strategies.

8. Content Marketing Strategies

Hexaware Technologies is active on social media. The post content is related to their new services or achievements or their products, awareness messages, etc. The source of posting content is Linkedin or Facebook. Also, they post various blogs on their website.

This ends our elaborative marketing strategy of Hexaware Technologies. Let us conclude our learning below.

Top Competitors of Hexaware Technologies 

Here are a few top competitors of Hexaware Technologies in India as well as internationally:

1. Top Competitors in India

  • Wipro
  • Tech Mahindra
  • Mindtree
  • Mphasis
  • Coforge

2. Top Competitors Internationally

  • Cognizant
  • Capgemini Services
  • Accenture
  • Infosys

Failed Campaigns of Hexaware Technologies

There are a few instances that could be considered as unsuccessful campaigns or strategies related to Hexaware Technologies:

  1. Delisting Attempt: In the year 2020, the attempt by Baring Private Equity to delist Hexaware encountered substantial obstacles. The firm’s shares experienced a decline of up to 16.57%, representing the most significant plunge since August 2015. This situation could be interpreted as an unsuccessful exit strategy.
  2. Share Price Drop: During a span of six months, Hexaware Technologies witnessed  reduction in its share price. This substantial fall in the share value could potentially signal a deficit in investor trust, possibly due to the failure of certain strategies or campaigns.
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In the marketing strategy of Hexaware Technologies, it is evident that the company is garnering admiration and endorsement from various corners of the globe. The firm’s popularity is on an upward trajectory among potential candidates and clients alike.

Its unique position as India’s pioneer IT management service company has mitigated competitive pressures. Despite the fact that Hexaware Technologies’ digital marketing methods have room for improvement, the company is persistently striving to adapt and flourish in the digital realm.

Undeniably, the landscape of digital marketing has undergone a radical transformation due to the pandemic that has impacted every business. According to digital marketing statistics, approximately 60% of the global population is internet users.

This figure has surged by 20% in the past two years as a result of the pandemic, with numerous businesses transitioning to online platforms. The image of an established company is paramount. Appropriate campaign strategies can either enhance or tarnish a company’s brand image.

Through digital marketing, efficacious campaigns can be devised, and any issues can be rectified promptly.

We hope this blog on the marketing strategy of Hexaware Technologies has given you a good insight into the company’s marketing strategies.If you like such in-depth analysis of companies just like the marketing strategy of Coolberg, check out our IIDE Knowledge portal for more fascinating case studies.

Thank you for taking the time to read this, and do share your thoughts on this case study of the marketing strategy of Coolberg in the comments section below.

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Aditya Shastri

Lead Trainer & Head of Learning & Development at IIDE

Leads the Learning & Development segment at IIDE. He is a Content Marketing Expert and has trained 6000+ students and working professionals on various topics of Digital Marketing. He has been a guest speaker at prominent colleges in India including IIMs......[Read full bio]


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