Wipro Limited began as an oil factory in 1945 and later expanded into information technology in the 1980s, becoming a leading IT services provider in India and Asia. Wipro promotes a culture focused on winning for customers through innovation and excellence, acting with sensitivity, and maintaining unyielding integrity. As government projects in India like the Unique Identification Project present major opportunities, Wipro is reworking its strategy to better target this market and build relevant capabilities, though it did not disclose specific targets. As a new Wipro marketing manager tasked with developing an unknown market, the first step would be to launch a structured research program to uncover market layers, and the theoretical model would need to be built without existing data as no prior research has targeted this

1. Case Study
• Wipro Limited

2. Wipro Limited: A Journey from Vanaspati
Product Manufacturer to Information
Technology Leader
• Introduction
• Wipro Ltd was incorporated in 1945 as an oil factory. Later in the 1980s, Wipro entered the
information technology sector as a flagship company of the Wipro Group, providing IT services,
product engineering, technology infrastructure services, business process outsourcing, consultancy
services, and solutions
• Wipro Infotech is a leading strategic IT partner for companies across India, the Middle East, and Asia-
Pacific, offering integrated IT solutions
• Wipro Infotech plans, deploys, sustains, and maintains IT life cycles through total outsourcing
consulting services, business solutions, and professional services
• Wipro Infotech drives the momentum in various organizations—no matter what domain these
organizations are working in.

3. Culture in Wipro
• “The Spirit of Wipro” concept.
• Wipro uses three statements to best reflect “The Spirit of Wipro”
culture. They are as follows:
1. Intensity to win: Make customer successful. Team, Innovate, Excel.
2. Act with sensitivity: Respect for individual. Thoughtful and
Responsible.
3. Unyielding integrity. Delivering on commitments. Honesty and
Fairness in action.

5. • Wipro’s philosophy of building a strong culture is not limited only to
its employees but caters to its clients as well
• Wipro has developed an unstructured environment of working by
encouraging initiation skills of employees.
• It is the determination of the employees that constantly drives them
to do more.
• Profit of Wipro itself is a self-explanatory phenomenon of Wipro’s
success story.

6. Revisiting Strategy
• To cater to the huge demand from the government of India, Wipro is
reworking its strategic framework. Wipro’s close competitors, TCS and
Infosys, already have an eye on the Unique Identification (UID) Project and
large government contracts
• Wipro is revisiting its strategy and game plan with regard to the government
business

7. • Mr Suresh Vaswani, Joint Chief Officer of Wipro Ltd said, “Government
business has been a thrust area for us… But we feel that our plans
have been somewhat conservative. We expect the business to be big
in this space, and so, the exercise is aimed at leveraging our full
capacity in tapping the opportunity.”
• When asked about the company’s target regarding government
business, Mr Vaswani did not reply directly but said that “reworking
the plan would involve building capabilities and solutions proactively
to address the market.”

8. What do you do?
• Suppose you have joined Wipro as a marketing manager. You have
been entrusted with the responsibility of developing a new market.
The potential of the market is completely unknown to you.
• You do not have any data with you to forecast the market and your
competitors are also planning to cater to this unexplored market
• No doubt, you will have to launch a well-structured research
programme to uncover the different layers of this market
• What will be your first step to launch this structured research
programme?

9. What do you do?
• As discussed earlier in this case, till date, no research programme has
been launched in this market to cater to the potential of the market.
• In this scenario, how will you build a theoretical model as a basis for
conducting this research programme?