Mumbai: For generations, the Tata brand has been known for its vision and diversification. It is now transforming itself into an aggressive business house under the leadership of Ratan Tata, according to a survey by the group’s holding company.
Man with a vision: Tata group chairman Ratan Tata.
The Urban Brand Track Survey, conducted by Tata Sons Ltd twice every year, has found that 68% of the people surveyed said the Tata brand is a fighter, a sharp increase from 49% in January 2002.
The survey, reviewed by CNBC-TV18, also compared the Tata brand with six key Indian corporate groups. It polled 12 types of stakeholders, including lay consumers, informed individuals and insider audiences.
The latest survey found that the Tata brand was 14% ahead of its nearest competition when it came to vision and focus, 15% ahead in financial soundness, 18% ahead in diversification, 17% ahead in terms of employee focus and 16% ahead in reputation and ethics.
Over the years, the survey has indicated that the brand has been lagging behind in its “fighter” trait, a perception that is clearly being corrected gradually.
The survey report is presented to the Tata Sons board every six months.