Brand Strategy Blog

Has the Cyrus saga dented Brand Tata?

By Amrita Chowdhury
October 25, 2016
Comments Off on Has the Cyrus saga dented Brand Tata?








Alpana Parida

Managing Director, DY Works

There is widespread consternation about this move. The belief- right or wrong – is with the establishment as correcting  a trajectory that was at odds with its value system. The true equity of the brand has not been so much its size or success- which apart from TCS and JLR – seems to be in question. The real reason for the Tata equity has rested on its value system. Both as a corporate citizen and as an employer.

Tata has been the tall face of Indian global corporate ambitions and a move such as this has the country taking sides.






Amrita Chowdhury

President, DY Works

Clearly this is a dramatic move for a heritage- and values-driven firm. We have seen such high profile ousters in companies like HP or even Apple, driven from a divergence in the beliefs of the CEO/Chairman and the Board.

When we think of Tata Group what remains in our minds is its brand value. Their challenges in innovation or quality or profitability are systemic in nature. Recalling Lou Gerstner’s stories on the remaking of IBM, such transitions can be brutal. Or it could be steered over a long period of time. What is the right strategy for Tata Group in an Indian and Global context remains to be seen.


Amrita Chowdhury