Tata Consultancy Services Ltd. is ready to disrupt the global consulting business with its approach of continuous transformation rather than disruptive, the chief executive of India’s largest software services firm has stated.

“We’ve consistently applied to ourselves the organic inside-out transformation model that takes the company with you rather than somebody else coming from outside and artificially changing or trying to change things in a very, very disruptive way,” TCS CEO Rajesh Gopinathan said reporters, a day after the company announced its fourth-quarter earnings. “As we engage with our customers, we're seeing more and more acceptance of this revolutionary continuous transformation, inside-out organic model.”

For decades, Indian IT firms have struggled to get into the "upstream" consulting business dominated by firms such as McKinsey & Co., Boston Consulting Group and Deloitte, which engage with chief executives and board members of global companies to help strategize their business. Traditionally, the model has been of consultants drawing up a technology strategy and handing over the implementation to IT services organizations.

As clients struggle with their strategy and business in a digital environment, where customers and employees want company applications to work as efficently as a Facebook or a Spotify app - Indian companies who have implemented such projects for clients are looking at the upstream model as not just an opportunity, but also to own the entire cycle from consulting to implementation and managing technologies for clients.

The Wipro-Capco deal warrants a mention here, for in Capco, Wipro gets a company which not only offers consultancy but also implements and manages the entire technology chain for the banking industry globally.

"If you look at consulting, say five years ago, and more, it was too far away from technology world. There was very little technology in the consulting space, a lot of consultants were not even comfortable with technology, right?” Wipro CEO Thierry Delaporte had said analysts after announcing the $1.45-billion acquisition of Capco. “Conditions have completely changed. Digital has completely changed the world of consulting. The world of technology has forced a lot of consulting firms to, you know, shift to digital and digital transformation".