This small Mumbai-based company topped the rankings on overall and peer satisfaction scores, ranked third on training and fourth on attribute score. However, the setback came from high turnover rates—85.3% retention (below average) and 14.9% attrition (above average). While 53.3% of its own employees rated the company as their dream company, its brand equity in the rest of the industry was not too high—it ranked 12th on preferred company rankings, with only 2.1% of all those surveyed voting for it. A good 20% of its employees voted for Infosys and 6.7% for IBM as their dream companies. Most Datacraft employees cited company image, job content and security as the prime reasons for joining the company. And while they were most satisfied on the first, were only fairly satisfied with job content and security.