Branding Dilemma and Global Expansion:The Case of Caliber Technologies

This case study is about a branding dilemma faced by Caliber Technologies, a software company based out of Hyderabad, India. Caliber provided software solutions to companies in pharmaceutical, petrochemical and food & beverages industries, and the efficacy of its products suite was acknowledged by its clients. In the wake of a good financial performance during the Financial Year (FY) 2016-17, the Chief Executive Officer (CEO), Satya Sekhar Surabhi, received a rather rude shock when a client turned down a proposal by Caliber during one of its sales calls, stating that his company wanted to deal with products from wellestablished global players only. For Satya, a rejection that took place due to the limited visibility of the brand of Caliber Technologies was difficult to digest. Incidentally, Caliber had already established an international presence in the form of Caliber Infosolutions, a registered company in the United States of America (USA), but reality hit hard as it was still perceived to be a local Indian player in the market. This led to Team Caliber reinventing and branding itself as a global entity.