Ratan Tata : Building a Legacy Brand

Our Actions Tell the Most Powerful Stories

Late Ratan Tata, was a towering figure in business and leadership. Here are ten personal branding and storytelling lessons that leaders and founders can learn from Ratan Tata, with anecdotes for each lesson to illustrate his approach:

3 Most Popular Stories

1. Vision Beyond Profit

Anecdote: Ratan Tata’s decision to acquire Corus and Jaguar Land Rover (JLR) was not just about expanding the Tata Group’s profits but about making India a significant player on the global stage. Despite initial skepticism, the acquisitions positioned Tata as a global conglomerate and this poetic turn of events made headlines worldwide, showcasing Tata’s resilience, humility, and strategic vision.

The British brand Jaguar Land Rover (JLR) acquisition in 2008 wasn’t just a business deal but also a story of redemption. In 1999, when Tata Motors tried to enter the passenger car market with the Indica, they faced challenges and losses. Ratan Tata approached Ford Motors to sell the passenger car division. During the meeting, the Ford team reportedly humiliated the Tata group, questioning their capability to run the passenger car business. Ratan Tata quietly left the meeting but took this as motivation to succeed. Nine years later, Ford was struggling with the JLR division and approached Tata for a sale. This time, it was Ratan Tata who acquired Jaguar and Land Rover for $2.3 billion, turning the brands around and making them profitable within a few years.

2. Empathy in Leadership

Anecdote: In 2008, Mumbai’s Taj Mahal Palace Hotel, owned by the Tata Group, was one of the sites attacked during the 26/11 Mumbai terror attacks. The incident left many people dead, including hotel staff who had risked their lives to protect guests. In the aftermath, Ratan Tata’s response showcased his deep sense of empathy and leadership.

Rather than focusing only on rebuilding the hotel, Ratan Tata visited each of the affected families personally, ensuring that the Tata Group took care of their medical expenses, children’s education, and even psychological support. The company did not just compensate the families of the employees; they also extended help to street vendors, guests, and the policemen who were affected by the attacks. This gesture made him a revered figure and is often cited as an example of his compassionate leadership and commitment to people over profits.

3. Taking Bold Risks for Greater Good

Anecdote: The creation of the Tata Nano car was one of Ratan Tata’s boldest moves. The Tata Nano was conceived by Ratan Tata. In 2003, Ratan Tata saw a family of four riding a two-wheeler on a rainy day. Concerned about their safety and determined to offer Indian families a safer option, Tata envisioned creating the world’s cheapest car. This dream led to the development of the Tata Nano, which was launched in 2008 for one lakh rupees (approximately $2,000).

He envisioned an affordable car for Indian families, a decision driven not by immediate profit but by social impact. Despite its commercial failure, the boldness of the idea strengthened Tata’s image as a leader willing to take risks for the greater good.

Philanthropic Genes

Shatarchi Varma shared this interesting story with me sometime back.

In 2015 I was travelling in Jharkhand and happened to visit Jamshedpur. The city was very green and beautiful, enjoying the patronage of the Tatas due to their Steel Plant. Every crossing had beautiful roundabouts, which were not only green and full of flowers, but also represented some or the other theme.

While sitting down for lunch with my team, as a matter of habit, I asked for a bottle of packaged water. The waiter looked at me curiously but agreed to get it for me. My team members were smiling. I soon discovered that the water supply from the Tatas is for the entire city and the water is even better than Packaged water quality. No wonder, everyone drinks the tap water here!

As usual….the Tata’s were not only looking at fulfilling the requirement for their township…but had extended the benefits to their surroundings also!

Real philanthropic genes….

Conclusion

Ratan Tata’s brand is a masterclass in combining empathy, vision, humility, and integrity with bold leadership. His storytelling is not just in words but in actions that consistently reflect his values. These stories about Ratan Tata exemplify his business acumen, resilience, and empathy. Whether it’s his strategic genius in acquiring JLR, his vision in creating the Tata Nano, or his deeply human response to the 26/11 attacks, these stories have immortalized him as not only a great business leader but also a humanitarian who leads with a strong sense of purpose and integrity.

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Brief Profile

Dr Amit Nagpal is a personal branding and storytelling coach with special interest in brand storytelling, data storytelling and social media marketing through storytelling. He has more than two and a half decades of experience as teacher and practitioner of brand management and media marketing including television, print and digital/new media.

He has co-authored the Amazon bestseller, “Personal Branding, Storytelling and Beyond”. He believes “Digital is Magical” and stories are the most powerful tool to build brands as well as bonds.?He's often sought after for his innovative techniques that blend traditional wisdom with modern research and trends in storytelling.

To know more visit www.dramitnagpal.com.