Wipro Beliefs (1971)

Wipro as an organization had the following beliefs for a long time. These were

• Respect the individual. People are our greatest asset.
• Achieve and maintain a position of leadership in each of the businesses we are in
• Govern individual and company relationships with the highest standard of conduct and integrity
• Serve our internal and external customers through Defect free products, services and processes.

The above were clearly internally realized truths.

Wipro Promise Statement(1998)

The brand positioning statement was ‘Applying Thought' and the Rainbow Flower was the visual identity of the brand. Thus was born the now familiar Wipro Brand

This Wipro Brand, rearticulated in 1998, also had to reflect customer orientation. The Rainbow Flower came to reflect the four new values of Wipro which reflected the customer perspective and yet captured the essence of long - held beliefs. These values were

Human Values:

We respect the unique needs of Customers and employees. We are sensitive to their differing needs in our interactions with them.

Integrity:

We deliver what we commit. Honesty, fairness, reliability and uprightness in whatever we do.

Innovative Solutions:

We consistently offer novel and superior solutions to satisfy the needs of the Customer.

Value for money:

Delivering higher Value to the Customer through continuous improvement in quality cost and speed.

As time passed, a new world came to pass, bringing with it youth and diversity in Wipro’s global footprint. New questions arose, as a result of shared experiences typifying diverse opportunities and potential. The themes in these questions were - Did the phrase ‘Applying Thought' and the Rainbow Flower logo go together? Would the flamboyant rainbow flower fit with Wipro's IT business, will ‘Applying Thought' fit with the Baby Care business? Was the research robust enough? Was there a bias in the decisions on branding? Were too many variables researched than were necessary? Was adequate focus given to the identity? Was Applying Thought understood for what it meant? Would the customer perceive it as the organization Applying Thought for its own benefit?

A validation research followed in July 1997 to find an answer to some of the questions that arose. It validated the identity and the values. The Rainbow flower was seen as warm, caring, innovative, and flamboyant. It was something that appealed to the heart. It had all the feminine values. On the other hand Applying Thought represented matter-of-fact domain, where the WIPROite applied his/her mind on real world issues. It communicated thinking for the customer, giving innovative solutions, reflected a solid company looking for continuous solutions. The Hindi language transliteration "vicharon ka nirantar prayog" was perfect. The customers were clear that Applying Thought referred to well being of the customer and the organization was not thinking of self. It meant:

• Thinking for the customer
• Application of the thinking and
• Continuous application of thinking.

The composite identity (with the three elements of Rainbow Flower, Wipro and Applying Thought) actually meant much more. Wipro and Applying Thought controlled the flamboyance of the Rainbow Flower. They perfectly complimented each other. The Values were clearly communicated by the identity. The corollary hence was that the identity had to be used in totality. Using Rainbow Flower in isolation did not fully reflect the values.

The Identity was formally launched in April 1998 during the Annual Plan Communication.

At Wipro, Values are what we have held sacrosanct, all through our existence as an organisation. Over the last six decades, it has been our constant attempt to build Wipro on a strong foundation of Values. Values that act as a guiding beacon in all our thoughts and actions. One of our challenges has been to continuously adapt our values to the environment and make it relevant while remaining strong at the core.

Spirit of Wipro (2006)

On April 18, 2006, we rearticulated the Wipro Values as The Spirit of Wipro

The Spirit of Wipro is the core of Wipro; it is what remains when everything else has been stripped away. The Spirit is rooted in current reality, but it also represents what Wipro aspires to be, thus making it future active. The Spirit is an indivisible synthesis of all three statements. It means:

Intensity to win

Make customers successful.

Team, Innovate, Excel.

Act with sensitivity

Respect for the individual.

Thoughtful and responsible.

Unyielding integrity

Delivering on commitments.

Honesty and fairness in action.

Today, Wipro stands on yet another threshold. Our strong foundation in values, our deep expertise in different businesses, and our presence and goodwill in the global marketplace gives us the opportunity to propel ourselves into an intense and exciting future. A future in which Wipro desires to become a truly great global corporation. We want to lead this change; we want to create this future. For this, we need to be prepared, and once again we need to fundamentally re-look at ourselves, and prime ourselves internally for eventual success.

It is in this context that we reached out to Wiproites. The process of values rediscovery began with wide-based feedback from over 28,000 Wiproites through an Employee Perception Study. Wiproites told us how they understood and practiced values.

And they told us what they see as values for tomorrow. With this feedback, an in-depth qualitative study was then commissioned with 340 employees across business, functions, locations and levels. Findings from the qualitative study were then studied extensively by Wipro's Corporate Executive Council and Board of Directors. The underlying essence drawn out from this elaborate consultative process is the Spirit of Wipro.