Nearly a $amp; 100-billion business empire with operations in seven different sectors and more than 100 operating countries around the globe; TATA is a 140-year old Indian conglomerate. The name, TATA, has, today, become a household name in India. The story behind its construction talks about the determination, dedication and discipline of how a business should start. Written by Morgen Witzel, the book, TATA, gives an insight to the process, finely detailed. The book explores the secrets to its success; the growth, acquisitions, Relationship with its people, ethics and values. It is, indeed, a journey from a business plan on the table to the hearts of people. Started as just a trading company in 1868 by Jamsetji Tata, today it is known as TATA Group with multiple companies in the sectors of engineering, materials, consumer products, chemicals, communications and information technology, services and energy. With a network of companies in all these sectors and a strong brand value, it stands 65th in the world brand valuation league. Over the years, it has become one of the oldest and most respected brand in India. Its story is inspiring, motivational and most importantly, successful. The book, TATA: The Evolution of a Corporate Brand, talks about the origin of TATA, its different brands, how the trading business has grown and expanded into other sectors, its perception by the people of India and world and how it has become a household name.
The writer has made the book absorbing and at the same time informative exploring some of TATA's unique features apart from being just a successful business. It has made life of the people of India easy, comfortable and prosperous. Nano is an example to it, for making cars affordable to middle class people. The book is a must read for any entrepreneur, manager or any marketer, it polishes the mind and takes you for a long run with your enterprise rather than just being a moment's success.
Morgen Witzel is a Canadian-based lecturer, business theorist, historian, consultant and author of management books. Some of his famous works are Management: The Basics and Builders and Dreamers: The Making and Meaning of Management. You can order online the hardcover edition published by Penguin India with the ISBN-10: 0670084069 and ISBN-13: 978-0670084067.