Tech Mahindra buys digital agency BORN Group

02 December 2019 Consulting.us

Technology consulting firm Tech Mahindra has acquired BORN Group, a NYC-based digital and content production agency.

BORN Group was created by True North and Zodius Capital in 2011 through the fusion of Group FMG, a content production house, and Pod1, a marketing agency specializing in creative design. The aim was to create a cutting-edge marketing agency which would help brands adapt to the digital economy.

BORN provides services in digital strategy consulting, content creation and production, UX design, ecommerce and CMS implementation, digital marketing and social media, data and analytics, hosting services, and ERP consulting.

The firm has seen strong growth for its in-demand services, with operations across eight countries serving 40 end markets. Headquartered in New York, the firm has further offices in Princeton, NJ, Toronto, London, Tokyo, Singapore, and Bangalore, Chennai, and Pune in India.

Tech Mahindra buys digital agency BORN Group

Tech Mahindra’s acquisition of BORN expands the tech consultancy’s capabilities in creative, content, ecommerce, and customer experience services, including design, transformation, and execution. Tech consultancies such as Accenture have been expanding their digital marketing and creative capabilities in the past number of years to offer clients a one-stop, digital customer experience service. Such firms were previously not in the habit of buying ad agencies, digital or otherwise. Today, however, Accenture, PwC, and Deloitte run some of the world’s largest digital marketing businesses.

CP Gurnani, CEO of Tech Mahindra, said, "We're delighted to welcome BORN Group to the Tech Mahindra family. The acquisition reinforces Tech Mahindra's focus on Digital and enhances our expertise in the Creative, Content and Commerce space and establishes us as a significant player in the rapidly growing Electronic and Mobile Commerce segment globally."

Headquartered in Pune, India, Tech Mahindra was founded in 1986 and provides technology consulting and outsourcing services across the globe. The firm has 131,500 professionals in 90 countries serving nearly 1000 clients, including Fortune 500s. Tech Mahindra entered the US market in 1993, and has grown to dozens of locations across the country, coast-to-coast.

Commenting on the acquisition, BORN’s CEO Dilip Keshu said, “We have grown exponentially and the time has come for us to go from 8 countries to 90, from 10 specialisms to 30, and continue our journey as a transformative agency that will be remembered as being bold, authentic and beautiful.”

BORN will continue to operate as an independent entity under the Mahindra Group umbrella.


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