KATHMANDU: It is a common bollywood allergy to call anyone who is rich a TATA or a BIRLA! Even though it
highlights the money power of the houses, the house of TATA and BIRLA has accumulated much more than just money over the years. The ability of these brands to represent what is honest and truthful in the cut-throat competitive commercial world is what has put them on the branding throne and in the minds and heart of people. The corporate values of the two business con-glomerates, coupled with a spirit of service to the nation brand positioning are the main elements that have actually built and sustained the two brands over the years.
The house of TATA was born in 1868 by Jamsetji Nusserwanji Tata who can easily be described as India’s first and most influential businessman. As is true with most first generation entrepreneurs, he had a well-defined value, vision and mission statement in place.
How-ever, what sustained Tata’s achievements was the fortune that generation later, the organisation continues to build and follow the same philosophy and ideology.
It is not easy to describe the virtues of the TATA brand easily. Many a books have been written over the years, which bring to light the glory and achievements of the TATA brand. However, among all the virtues that the brand represents, the core value and virtue that the brand exuberates is honesty and trust. In a fast commercialising and globalising world, I think having these virtues is not only a rare and valuable phenomenon but also the ultimate commentary on the values of the group. The house of TATA is among the most socially conscious groups — both in the sub-continent and perhaps globally. With charity and corporate social responsibility budget running in millions and very healthy bottom lines, the group truly symbolises how a sustainable economic system can be built and sustained. This is
possibly an ideal model which both the private and the public sector have to analyse and implement.
The salt to software conglomerate, with its bold and straight logo and blue corporate identity, has over the years grown to become a solid brand that stands for dependability, reliability and trust. It is a common understanding with consumers that anything that comes out from the house of the TATA will be a product that will be dependable. The punch line ‘leadership with trust’ is a very apt and descriptive brand promise that the brand has not only been able to accumulate over centuries of operations but also live up to.
The fact that it was the TATA that despite all odds, managed to design and engineer a car for the masses, speaks volumes for the philosophy and dedication of the group towards the common man. Even though over the years many businesses have experienced mercurial growth and the TATAs are no longer the ‘richest’, the group has achieved a position that is beyond monetary valuation.
The reputation of the company, which is technically a difficult word to describe, is its greatest brand.
(The author is associated with the Chaudhary Group and can be contacted at firstname.lastname@example.org)