Wipro's strategy: Innovation push, global hiring

Senior Editor Stephanie Overby recently talked to Paul, who for the past decade has been a marketing executive for Indian companies iGate and as well as Ogilvy and Mather Advertising. She spoke about Wipro's challenges presenting itself to the U.S. market, its recent expansion everywhere from Mexico to the Middle East, its efforts to hire and train American workers and its new mantra: "applied innovation."

Stephanie Overby, CIO.com: What is the message you're trying to send to U.S. IT leaders about Wipro

Jessie Paul, Wipro CMO: We're working on building brand awareness in the U.S.

It's driven by a need to differentiate ourselves. In the past, we could say we're an Indian offshore provider. Now everyone else has set up shop in India, so now we have to figure out what makes us different not only from Infosys and TCS, but also from and .

We did a study to figure out what we could use that others hadn't talked about and was relevant to us. One of the things that differentiates Wipro is that for the last nine years we've had an innovation council. Any employee could say, "I have a great idea," and we would fund it for three years. We had some real success with that initiative as a way to get ideas from the ground up.