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    TCS is here to make a difference through technology.

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      15 May 2025 TCS Recognized as One of the World’s Top 50 Brands by Kantar BrandZ; Brand Value Soars 28% YoY to $57.3Bn
      14 May 2025 TCS Partners with Khan Bank to Future-Proof its Operations, Enhance Customer Experience and Propel Innovation leveraging AI and ML
      12 May 2025 TCS Partners with Dhofar Insurance Company to Transform its Core Insurance Platform
      View all
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      22 Apr 2025 TCS Ranked #6 Amongst Banking Technology Providers and Recognized as a Regional Leader across all Geographies by Everest Group
      17 Apr 2025 TCS BaNCS Named a Leader Among Wealth Management Products by Everest Group
      01 Apr 2025 TCS Positioned as a Leader in Worldwide Discrete Manufacturing Product Lifecycle Management Strategic Consulting Services and Systems Integration by IDC MarketScape
      View all
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    • TCS Pace™
    • Case study

    TCS, Avery Dennison explore VR, digital twin tech

    The company plans to implement new digital strategies for its subsidiary Smartrac, an RFID inlays manufacturer.

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    What we do

    TCS Pace This will open an overlay

    TCS Pace™:  Speedier Digital Transformation & Innovation in Business

    TCS Pace™ brings the best of TCS innovation, helping businesses explore emerging technologies & define their innovation strategy for better outcomes. Know more.
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     about TCS Pace™:  Speedier Digital Transformation & Innovation in Business
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    Highlights

    • To provide the best immersive and personal experience to customers, VR was selected as a tool for sales enablement.

    • The interaction saw the client test several digital channels for sales enablement and accelerating growth, such as ecosystem orchestration, platform aggregator business, and data monetization.

    • The teams evaluated supply chain network optimization and modeling, and discussed the digital twin simulation of RFID product performance and improvements.

    In this article

    Innovate for growth inpage
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    At a TCS Pace Port™ inpage
    Ideation, outcomes inpage
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    Innovate for growth Immersive experience At a TCS Pace Port™ Ideation, outcomes

    Innovation for growth

    US-based manufacturer and material sciences company Avery Dennison is exploring new digital strategies for growth with Tata Consultancy Services (TCS) for Smartrac, an RFID inlays developer. TCS has been Avery Dennison’s technology partner across businesses for over 15 years.

    Avery Dennison’s Smartrac division plans to double its revenue by higher sales conversions, shorter sales cycles, and becoming a trusted partner, and is hence exploring channels for sales enablement in the B2B space. TCS hosted a three-day engagement with the Avery Dennison team at different levels, including an innovation exchange for Smartrac’s 15-member leadership team at TCS Pace Port™ Amsterdam in September 2022 to explore opportunities in innovation.

    The interaction saw the client test different digital channels for sales enablement and accelerating growth, such as ecosystem orchestration, platform aggregator business, and data monetization. The teams evaluated supply chain network optimization and modeling keeping in mind the current macro-economic conditions and disruption in supply chain, and discussed the digital twin simulation of RFID product performance and improvements.

     

    Toward immersive experiences

    As a first step in the run-up to the three-day innovation-led series, both teams ideated on the concept of an immersive experience for Avery Dennison’s iLAB, demonstrating store shelf management using Smartrac products and services—such as hard and sustainable tags, sensors, and connect product cloud—for end users. As part of TCS’ Pace framework, several capabilities were considered to rapidly design a proof of concept (PoC).

    Transcript downloading Download transcript

     

    To provide the best immersive and personal experience to customers, VR was selected to build the concept, and a prototype—the first in this engagement—was demonstrated. The idea was to leverage VR and the metaverse to build deeper awareness about Avery Dennison’s product line.

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    I'm a true believer now and I know that there is a place that we can actually have in our organization and take advantage of this digitization… innovation team of Pace™ across the globe.

    Mark Fedele

    Global Enterprise Architect, Avery Dennison

     

    TCS Pace Port Amsterdam takes the conversation further

    The innovation exchange saw Avery Dennison leaders experience the breadth of TCS’ innovation capabilities at TCS Pace Port Amsterdam. Pace Ports are TCS’ global innovation hubs that fuel targeted, innovation-led thinking to accelerate transformation journeys and build outcomes at speed and at scale.

    TCS Pace Port Amsterdam, with its greenfield environment for innovation, allows clients to focus their efforts on purpose-driven business needs. The Dutch innovation hub offers TCS Pace™ SPRINTS—short, time-boxed periods to deliver valuable outcomes—to help clients learn faster and minimize risk on their investment.

    These sprints are designed as distinct interventions across the life cycle of an initiative. They help accelerate the innovation journey and get more value from innovation and transformation investments.

    The Dutch innovation hub offers TCS Pace™ SPRINTS—short, time-boxed periods to deliver valuable outcomes—to help clients learn faster and minimize risk on their investment.

     

    Ideation paves the way for outcomes

    The innovation exchange produced insights that the innovation team used to further build ideation around channels that would boost linear and non-linear growth for Avery Dennison. The teams also exchanged ways to increase transparency and predict delays, and alternative supply and warehouse management methods.

    Leadership teams from both companies agreed to collaborate in Avery Dennison’s innovation and transformation journey. TCS Pace’s expertise in digital supply chain, research and development in digitization, and laboratory operations will help the client realize its growth strategy.

    The collaboration will begin with TCS partnering with Smartrac and DICE—the digital innovation arm of Avery Dennison—to envision the value proposition, strategize, and build new avenues for their two-fold growth objective.

     

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    My vision for co-innovation with TCS Pace is to bring our people together and also embrace the culture of innovation more and more within Avery Dennison in partnership with TCS.

    Murali Nathan

    Digital Transformation and Product Innovation Leader, Avery Dennison

    Related reading

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    TCS Agile Innovation Cloud (AIC): Delivering innovation at scale

    Blog | 16 Jan 2023   Opens in new tab

    Explore TCS’ innovation capabilities.

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