The over 140-year-old Tata group is special., The main mission of the company is not just money making but taking social responsibility as well. Beginning small in India, the company has become one of the biggest business groups in India drawing 65 per cent of its revenue from outside the country. The biggest strength of Tata Sons is its value system. The deep-rooted values have not only become the pride of the company but the entire nation which was reflected during the Mumbai attacks.
Morgen Witzel, author and business historian with best selling titles such as
Doing Business In China and
Be Your Own Management Guru also fell for the 'special' business group. "When I was asked if I would be interested in writing about Tata as a corporate brand, I thought it was a marvellous chance to know more about them," says Witzel. And the result was
Tata The Evolution Of A Corporate Brand. The book by Witzel is an intriguing and extended case study of the brand which explains what is Tata, how it was evolved and functions and how people perceive it as a brand. Witzel was recently in India for the launch of his book and spoke to Businessworld Online's Chetna Mehra about the book and the effect of recent developments including the search for new successor on Tata as a brand. Excerpts.
How was it to know and follow one of India's biggest brands closely?
Fascinating. I knew that it was an interesting business group even before I could start this project. The group is a really interesting subject, with interesting people, with whom I communicated during my research. (This book) gave me a chance to know them and travel around India as well. So, it has been a really positive journey so far.
We chose several companies within the Tata group and noted their profiles. A visit to these sites such as a couple of days in Jamshedpur, Bangalore and nearby places to see Tata Steel, and a couple of estates of Tata Tea was a very fine experience.
Full report
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