| Alan Rosling, executive director at Tata Sons said on Tuesday that the group will carry out the brand building process in a 'selective' manner. |
| "The initiative, which began a couple of years ago under the leadership of senior Tata Sons executive director R. Gopalakrishnan, is independent of the branding process adopted by various Tata Group companies such as Tata Motors, TCS, Tata Steel or Tata Chemicals and will focus on communicating the values that Tatas have always stood for," Rosling said. |
| Rosling was talking to mediapersons on the sidelines of a presentation on "The emergence of the Indian multinational" organised by the British Business Group, Pune. |
| Elaborating on the vehicles of the brand building exercise, Rosling said the group has opened offices in five key markets including the US, South Africa, UK, China and Bangladesh, which gave it the base to communicate from. These offices would largely communicate with the business community and government organisations in the respective countries, Rosling said. He said the group has also initiated academic and research projects with the US-based Brookings Institution. "This will be followed up by several such projects with international universities, as we would thus get known to the future managers who may work with us," he added. |
| Additionally, the group will hold the photo exhibition titled, "100 Years of Tatas" in these countries to make the key respondents aware of the Tata Group's history and values, he said. "As we are trying to manage the Tata name and not that of the various group companies, we have to do it very selectively and cautiously," Rosling stressed. He said the exercise was crucial as the group is fast internationalising its businesses, with about 30 per cent of its workforce being non-Indian. |
Top Section
Explore Business Standard