On March 3, 1932, Tata Group celebrated its first founder’s day at Tata Steel works in Jamshedpur, Bihar (in present-day Jharkhand) to commemorate patriarch Jamsetji Tata’s birthday. So, it may be appropriate today to examine Brand Tata from the lens of profitable customer-centricity, and not just of the romance of ‘timeless legacy’.
The group functioned in a ‘republic’ mode, with JRD Tata assuming ‘presidential’ responsibilities as torchbearer of integrity and culture. Tisco was run by stalwarts like Jehangir Ghandy and Russi Mody, with suitable encores like Darbari Seth (Tata Chemicals), Sumant Moolgaokar (Tata Motors), Ajit Kerkar (Taj Hotels), FC Kohli (TCS).
In pre-liberalisation India, with limited consumer education and ethical frameworks, Tata’s trust and credibility made a formidable doubles pair.