Tata ensures that the brand continues to expand on the pillars of community and charity
A PUBLISHED AUTHOR, Harish Bhat is an ardent Wodehouse fan. Another thing he is fascinated about is the longevity of the Tata brand. “The average life of a Fortune 500 company is 40 years,” says Bhat, who is the brand custodian of Tata Sons. “We are now at about four times the average life, and still growing from strength to strength.”
A key reason for this, he says, is that the group has lived in harmony with the community. “It has given back to the community that it has lived in and served,” he says. According to him, the brand’s legacy has been built on two strong pillars—the community, which is not only a stakeholder in the business but also the very purpose of its existence; and the structure of the group, which ensures that 66 per cent of the equity of the parent company, Tata Sons, is held by the charitable Tata Trusts.
Bhat’s role is to ensure that the brand continues to expand on these two pillars. He undertakes various initiatives to connect with key stakeholders in order to mark events, so that everyone is reminded of the proud heritage and history of the Tata brand. He also ensures that the brand speaks a common language across all companies.
この記事は THE WEEK の October 14, 2018 版に掲載されています。
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この記事は THE WEEK の October 14, 2018 版に掲載されています。
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