How can I set customers company name/title using identify api when they are raising the ticket from widget?

Hi
I’m trying to set customer’s company name/ title when they are submitting ticket using widget. I can prefill some information like name and email using identify API but I’m not able to set company name.

FreshworksWidget('identify', 'ticketForm', {
    name: user.name,
    email: user.email
  });
  FreshworksWidget('prefill', 'ticketForm', {
    company: user.company,
    custom_fields: {
      cf_user_id: user.id,
      cf_brand: user.brand,
      cf_designation: user.designation,
      cf_role: user.role
    }
  
  });
  FreshworksWidget('hide', 'ticketForm', ['custom_fields.cf_user_id','custom_fields.cf_designation','custom_fields.cf_role']);