This is the second of a three-part series on Ratan Tata, fifth Chief Managing Director (CMD) of the Tata Group. This part focuses on the changes he brought in his tenure of over 20 years as CMD from 1991-2012, bringing the robust, independent companies that made up the 144-year old Tata Group, under a strong unified brand.
Based on an article by Girish Kuber in the Sunday edition of Loksatta dated 23 Dec 2012
Translated by Runa Mookerjee
Tata Group’s product range spans commodities from table salt to automobiles. About 7% of the volume of shares traded daily on the volatile Indian market consists of those listed by the Tata Group’s diversified holdings. The group contributes 3% of India’s corporate tax and 5% of its excise duty. That’s twice the amount paid by any other Indian industrial house. Some won’t think much of these figures. Others will point out that there are business houses that are even bigger. But few of them command the strong brand recognition that the Tata Group does. So, how did the Tata Group become such an instantly (and even internationally) recognizable brand?