The case study discusses how Coforge chose UP! Your Service (UYS) vision to build an uplifting service culture for sustainable competitive advantage. It clarifies how the service vision “New Ideas, More Value” was articulated and how it enables a culture that promotes innovation and helps employees explore new ideas to add value to existing clients. Coforge conducted various workshops and programs to help employees uplift their service levels. IGNITE platform and INSPIRE framework were also hosted to encourage employees to contribute towards the service vision.