Professional Documents
Culture Documents
R
emembering Mahatma Gandhi on October 2 every year has become more
and more of a ritual as memories of the man and his message fade from
the collective conscience of a nation and a world that appear to have time
only for the here and now, the material and the individualistic. It need not be that
way, as shown by our cover story on Tata Engage, a remarkable volunteering
endeavour that is cut from pure Gandhian cloth.
Tata Engage brings together tens of thousands of Tata employees who
devote time and effort to help realise the objective of an extensive range
of social-uplift projects. Be the change you wish to see in the world, said
Gandhi and thats the philosophy at the core of many Tata initiatives. With
4ATA%NGAGETHISTHINKINGTAKESONASELESSQUALITYTHATREECTSAWORLDVIEWIN
which the community is central to business.
Tata Engage has translated into Tata people working with the elderly and
the underprivileged, the sick and the needy, in schools and orphanages, in old-
age homes and shelters for the poor. They have cleaned streets and beaches,
provided succour to animals in distress, and planted trees and hope. Noteworthy
here is the use that Tata Engage has made of technology as an enabler, most
prominently in connecting Good Samaritans to worthwhile causes.
Skills development is another substantial Tata programme aimed at
BENETINGTHECOMMUNITYASAWHOLE/URSPECIALREPORTINTHISEDITIONFOCUSES
on Tata Strive, a collaborative and replicable global skills development initiative
THATATTEMPTSTOENHANCEANDNE
TUNETHECAPABILITIESOFJOBASPIRANTSTHROUGH
TRAININGANDTHROUGHPARTNERSHIPSWITHNONPROTSSCHOOLSANDCOLLEGES4HE
need for such interventions is immediate in an environment, especially in India,
WHEREMANYOFTHOSELOOKINGTOENTERTHEWORKFORCEHAVEINADEQUATESKILLSAND
WHEREEMPLOYERSAREINCREASINGLYEXPRESSINGCONCERNABOUTTHEQUALITYOFTALENT
available for hire.
The change for the better theme also shines through in our featured story
on Vistara, the Tata-Singapore Airlines venture that is ready to take off, and in
the article on how Tata companies are making their interaction with consumers
more meaningful by employing digital media. Additionally, this issue provides
you, dear reader, with a technological perspective on the big data business of
4ATA#ONSULTANCY3ERVICESAND4ATA$OCOMOgSWI
VENTURE!NDTHEREgSMORETO
savour within these covers, including a look at what the Tata Trusts are achieving
in the community space.
With Diwali all set to light up our lives, we do hope this edition of
Tata Review complements the festive cheer.
Warm regards,
Christabelle Noronha
Contents VOL 52 | ISSUE 3 OCTOBER 2014
Cover story
ENGAGE TO EMPOWER
Cynthia Rodrigues
58 STRIVING TO EMPOWER
36 TATA CONSULTING
ENGINEERS: ENGINEERING
61 LIFE SKILLS FOR INDIA
A SUSTAINABLE FUTURE
Cynthia Rodrigues
64 STEM TALENT FOR AMERICA
EDITOR
67 GROOMING YOUNG TALENT Marketing Christabelle Noronha
IN CHINA
Email: chris@tata.com
72 THE CHANGING FACE
69 SKILLING UP IN SINGAPORE OF MARKETING IN TATA
EDITORIAL TEAM
COMPANIES
Anjali Mathur
70 ITS RAINING SKILLS Gayatri Kamath Cynthia Rodrigues
IN AFRICA Gayatri Kamath
Jai Madan
Philip Chacko
Sangeeta Menon
Photofeature Shilpa Sachdev
Shubha Madhukar
78 WESTSIDE: SYNERGY OF STYLE
Shilpa Sachdev
CONTRIBUTORS
Debjani Ray
Nithin Rao
Shalini Menon
DESIGN
Abraham K John
Shilpa Naresh
PRODUCTION
Mukund Moghe
in association with
The Information Company.
Community IN THE WORLD? THE STORY
Email: grouppublications@tata.com
OF TATA Website: www.tata.com
82 TATA TRUSTS: HOPE AND Q CK PRAHALAD, THE MIND
A HELPING HAND OF THE FUTURIST CONTACT
Jai Madan Tata Sons
Bombay House
86 TATA POWER DELHI 24, Homi Mody Street
DISTRIBUTION: GRANDMA Mumbai 400 001
Shalini Menon
DISCLAIMER
All matter in Tata Review is
Perspective copyrighted. Material published
SCAN AND WATCH VIDEOS in it can be reproduced with
90 PLAYING IT SAFE FROM TATA REVIEW. permission. To know more,
GET THE APP! please email the editor.
Morgen Witzel
Engage to empower
Taking time out from the daily grind to volunteer for social causes
is not just worthy behaviour, it has a positive all-round impact
and that is what Tata Engage is driving through its incredible
volunteering engine
6 Tata Review
October 2014
COVER STORY
W
hen over 40,000 employees sign
up for a volunteer programme,
it sheds light on a basic aspect of
human nature theres an energy
that flows from simple acts of goodness. Thats
the energy that is being tapped by the Tata
Engage programme, a pan-Tata global initiative
that draws together employees from across the
world onto a common platform volunteering
for social causes.
Tata Engage is a volunteering programme,
organised by the Tata Sustainability Group
(TSG), that aims to encourage Tata employees to
get involved in the community at large, mainly
by contributing their time and skills for social
causes. It was launched earlier this year on
March 3, 2014, on the occasion of the 175th birth
anniversary of the Founder Jamsetji Tata a
fitting tribute to the man whose values were
based on principles of corporate citizenship,
social welfare and patriotic pioneering.
What makes Tata Engage a unique
platform is the way it acts as a multiplier force to
create win-win solutions that positively impact
all the participants the volunteers who
get to meet new people and learn about new
community projects, the companies which are
able to focus resources and share best practices,
and the partner nonprofits that are able to
achieve greater impact. Be the change is what
Tata Engage encourages, even as it helps connect
Tata employees and companies with worthy
causes that need support.
MANY HANDS
Tata Engage has a multi-pronged approach to
community engagement. One of its biggest
programmes is the biannual Tata Volunteering
Week. The first week of volunteering was held
in March 2014 and employees partly inspired
by the true life story of the Founder signed
up in large numbers. In a truly remarkable show
of spirit, over 20,000 volunteers from across the
world registered on the newly launched Tata
Engage website. The second volunteering week
was held in September 2014, and the number of
keen and willing participants has now crossed
40,000 Tata employees worldwide. And if one
October 2014
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7
COVER STORY
ARMY OF HELPERS
The strength of Tata Volunteering Week lies
The objective of Tata in the ease with which it has inspired an
Volunteering Week is to build army of first-time volunteers, employees who
enthusiasm around volunteering. have willingly set aside their busy schedules
Shankar Venkateswaran, chief, Tata Sustainability Group and routines and taken time off from family
commitments and work deadlines to do
something worthy for others. The returns they
considers the total to be only those people get is a value-add for their own lives, as they
with Tata email IDs and ready access to the gain insights into the world of nonprofits and
internet, this percentage is actually much higher. community development, and realise how each
Although the Tata group is happy that so many individual can make a difference. Your addition
people are expressing the desire to reach out to can change the equation is the message that Tata
others, the numbers are only a starting point. Engage uses to drive home the point.
Shankar Venkateswaran, chief, Tata Tata group Chairman Cyrus P Mistry,
Sustainability Group, says, The objective of speaking at the launch of Tata Engage in March
Tata Volunteering Week is to build enthusiasm 2014, had said, I believe that the volunteering
around volunteering, and to get people who have programme that has been launched will be
never volunteered before to try their hand at critical to the experience of every Tata employee.
volunteering, and to understand first-hand how I think the potential for us to add value to
good it feels. We believe that it is important that society by bringing managerial experience
we do as much as we can. to problems and finding solutions would be
In order to help more people to do more, immense. I believe the fulfillment that each
Tata Volunteering Week has been structured employee will achieve will be even better.
such that it provides opportunities for Tata
companies to collaborate on various initiatives. PRACTICAL SUPPORT
Employees can not only choose the activity in The support of the Chairman gave the
which they wish to be involved, they can also movement an added fillip, encouraging many
upload their experiences for others to learn to sign up to be of service to others. But the
from. Tata companies do their bit by helping weight of the message lies in the intent to bring
create awareness and interest among employees. managerial expertise to alleviate community
The end goal is a steadily growing pool of problems. And that is the role crafted for Tata
volunteers which can make a great difference to Engage. On a higher level, the goal of Tata
CSR initiatives group level or company driven Engage is to unite employees across businesses,
that depend on people power. time zones and geographies, and based entirely
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environment seriously. In many ways, Tata been a natural progression in the scheme
Engage is an expression of the group philosophy, of things. And for first timers, it has been
which has always sought to give back to society a fantastic opportunity to connect with the
and the community. community on deeper levels. Across the world,
volunteers contributed in myriad different
HEART AND CORE ways they reached out to orphanages and
This philosophy is an intrinsic part of the old age homes, gave generously to charities and
group ethos and is effectively distilled in the relief funds, spent time in class rooms and sick
actions and decisions of every Tata company. rooms, worked to clean up public areas and
Long before sustainability became a buzzword civic spaces, planted trees and shrubs for green
in boardrooms around the world, it was an cover, conducted events and competitions,
integral value of the Tata culture. For example, supported artisans and craftspeople, spent time
the idea of employee volunteering is not only with the aged, underprivileged and differently
encouraged, it is written down in Clause abled and, in short, opened out their hearts to
10 of the Tata Code of Conduct, the ethical those that needed help (see box: Many hands
framework that lies at the heart of the groups make light work).
way of functioning. As a result, Tata people The most interesting aspect of the Tata
take serious pride in the depth and scale of the Engage programme is that it is not a programme
groups extensive CSR engagement. that has been thrust upon people. The
For many employees, Tata Engage has programme has been co-created by everyone.
We have only facilitated the programme, and
provided the catalyst that was required to take
it forward. We will continue to create such
opportunities, but it is up to members of the
Tata family everywhere to make use of that
opportunity, says Mr Venkateswaran.
TSG is going all out in its attempts to
make it easy for employees to volunteer. Based
on feedback from volunteers and the first
volunteering week experience, the second recent
volunteering week was thrown open to families of
employees, as well as retired Tata employees. This
step has helped expand the volunteer family.
DEEPER IMPACT
TSG is also prepared to take the volunteering
journey several steps ahead. The Tata Engage
website recently began displaying on-demand
volunteering opportunities across group
companies. In such cases, the website merely
hosts the opportunity and it is up to those
interested in volunteering to get in touch with
the contact person.
Mr Venkateswaran explains, There will
be limitations to the kind of opportunities
that a single company can provide its people.
Knowing about the activities that other Tata
In the US, sharing the joy of the written word companies are involved in could expand the
10 Tata Review
October 2014
COVER STORY
their efforts.
LEAP is a unique programme in which I had heard a lot about the first
Tata companies will support employees who
wave and was determined to
wish to take a sabbatical with full pay and work
for a nonprofit for six months to a year. This participate in the next wave. What I
opportunity is open to those who have been with experienced was beyond words. The
the group for over five years. TSG will identify enthusiasm of the kids was contagious.
projects based on their criticality and potential
I am eagerly waiting for wave three!
impact. One of the key factors in making LEAP
successful will be making sure that companies Denver Rodrigues, Tata Advanced Systems
see true value in the programme, not just as a
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COVER STORY
Enthusiastic
volunteers learn
self defence,
clean beaches
and spend time
with mentally
challenged
children in India
In Africa,
potential to create a lasting and positive
employee power
impact on society and have a clear action
raises funds for
plan with objectives and timelines.
worthy causes
As the Tata Engage volunteering
and builds a
movement continues to accelerate and build
shelter for
itself up, person by person, it has the potential
the needy
to create an enormous impact on the
community, the nation and, indeed, the world.
Mr Venkateswaran says, Volunteering helps
people to feel proud to belong to a group that
actively encourages its people to contribute to
society. This is a very important culture to build
within an organisation. The Tata group already
has this culture in ample measure. It is now our
goal to deepen it.
The cumulative impact of Tata Engage
and its army of volunteers will become evident
only over time. Right now, it is in the initial
social exercise but also an investment in phase where the platform has to grow stronger,
people development. Another aspect will be with more people learning to appreciate the
ensuring that participating employees receive joy of giving selflessly and doing more for the
reassurance of their career progression, safe community. Tata Engage is a movement that
return and re-fitment. gives ordinary people an opportunity to become
The CEP and LEAP programmes will extraordinary, and to make a difference in the
require a mapping of the skill sets of employees world around them.
to match them with the right projects. Only
those projects will be selected that have the Cynthia Rodrigues
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Wi-fi is a storm
waiting to happen
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October 2014
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13
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small geography and we have a large number of more easily and affordably. And in line with
customers adopting our wi-fi. We do everything that, we are finding tremendous data growth at
possible to create awareness about the services our wi-fi hotspots. In the last 12 months, our
available to customers before and during the traffic has grown threefold, and over the next
event. We also endeavour to provide consistent, year, we expect to see bigger multiples. It is a
good quality data throughput to our customers. clear growth story.
These events are largely short-term and
one-off instances. Having said that, many events How does the company promote the
happen at venues which get booked through the wi-fi business?
year for trade, furniture, household appliances Our wi-fi and mobile network businesses go
shows, etc. The same is true of large banquet hand-in-hand. TTSL today has 3G networks
halls. That is why events result in new avenues in nine circles out of 22. We see wi-fi as a
of business. Our intent is to provide services for nice complement to our high-speed data
these short-term events and, over a period of service offering, and we intend to leverage it
time, make the business more structured and significantly. Research has shown that a lot of
calendarised. data consumption happens when people are
not necessarily on the move, but sitting in one
How has the consumption pattern of place, such as in an airport, mall, cafe or hotel
the wi-fi user changed over time? what we refer to as nomadic users. And thats
There are many drivers for wi-fi data where wi-fi fits in as an apt complement to our
consumption. Smart phones are becoming more cellular strategy. Wi-fi is a nice way of offering
affordable in India you can buy a good smart fast and consistent data at hotspots. Given
phone for about `5,000. People are discovering where we are in our lifecycle, we are focusing
relevant and easy-to-use applications online. A on the top eight cities in India currently
large percentage of Indias population is young Delhi, Mumbai, Bengaluru, Hyderabad,
and tech-savvy. And lastly, many Indians are Chennai, Kolkata, Pune and Ahmedabad,
discovering the use of the internet for the first which account for almost 70 percent of data
time through mobile phones. You also have consumption. We want to focus our efforts and
faster data networks available, which improve get our strategy right in these eight cities first,
the overall experience for customers. Add instead of spreading ourselves thin over many
these factors and you have a recipe for a data cities. Once we get this right, then we gain
explosion. significant competitive advantage. Currently,
At TTSL, we make the internet accessible we have about 1,200 hotspots.
Events: TTSL
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14 Tata Review
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T
here is a tremendous for better business outcomes, across industries to reimagine
explosion of data happening and create disruptive business critical business processes and boost
around the world and innovations. Tata Consultancy efficiency. Says Mr Ramaswamy, One
this data presents big Services (TCS) is helping clients common impact of business process
opportunities. Companies can gain unlock disruptive business reimagination is the migration from
important and timely insights about opportunities using the Digital physical artefact-driven business
customers, competitors, products Five Forces, says Satya Ramaswamy, processes to digital processes.
and new product opportunities vice president and global head, TCS Mobile applications on the cloud
from the huge volumes of external, digital enterprises. These include can leverage big data analytics and
unstructured data that is streaming mobility and pervasive computing, enable companies to reimagine
in from different sources, especially big data and analytics, cloud paper and pencil-based business
social media. computing, social media, and AI processes into highly accurate, speedy
Big data technologies have and robotics. and responsive ones. For example,
become essential to handling the He further explains, Digital aeroplane cockpit instrumentation is
volume, velocity and variety of data reimagination takes place when one being converted to tablet applications
that enterprises now have at their uses a combination of these digital on the cloud; insurance claim
disposal. five forces to create something verification processes are being
Businesses that embrace transformationally new for the converted from paper-pencil-camera
big data concepts and adopt new company in the areas of business business processes to tablet-based
adaptive intelligence approaches models, products and services, applications.
will break data limitations, improve customer segments, channels, The real-time availability of
the use of data and analytics business processes and workplaces. data and the constant connectivity
16 Tata Review
October 2014
BUSINESS
from digital devices can even lead to There is a desire to seek, understand
elimination of certain workflows that
and dig deeper into big data that is
require multiple levels of approvals.
For example, when an employee driven mainly by the next generation
needs to purchase an item for a of consumers.
manufacturing operation, it will Satya Ramaswamy, VP and global head, TCS digital enterprises
significantly speed up the process
if the validation is performed using
artificial intelligence systems as soon regression and machine learning use cases, unifying their data
as the employee raises the request approaches for new insights, which sources into a new platform (data
instead of having two or three layers are more reliable, self-healing and lake) and investing in new analytics
of checks by human supervisors that self-learning, and can be re-run as development. Many organisations are
could take days or weeks, adds needed. Other benefits include lower still working out the right ROI before
Mr Ramaswamy. financial, operational and business they make these investments.
This integration of data across risk profiles; better product and Companies that are flooded
different channels also allows greater service offerings; new innovations; with massive amounts of data are
insights into customer relationships. better investment decisions and advised to adopt big data sooner
Nearly two billion people around better customer relationships. rather than later. Big data adoption is
the world today use social media to critical to advanced analytics, which
share their thoughts. Social media QUANTUM LEAP creates a competitive differentiator
is not only a very effective business- The challenge in leveraging big for any company. A slow adopter
to-consumer marketing medium, data is finding the right return on might be left behind by its more
it has also become an invaluable investment (ROI). One of the key nimble competitors who are able
medium which companies can tap drivers for the adoption of big data to generate better insights and act
into for consumer-to-consumer is advanced analytics. It holds the and react faster in any given market
communications without invoking promise of finding optimisation condition. A good example of a
the observer effect that can taint insights for operations, finding new company that reimagined its business
consumer research. Since big data business models and more. This model, products and services, and
analytics can handle comments of requires businesses to take a quantum customer segments is Netflix, who
hundreds of millions of consumers leap in terms of rationalising their went from a distributor of content
over long periods of time with ease,
companies can now exhaustively
analyse consumer sentiment rather The big five
than superficially assessing it on Companies are investing heavily in the digital five forces, with big data and
the basis of limited samples. The analytics taking the lions share
accuracy of the models increase
Spend allocation across digital five forces:
exponentially when run against the
entire breadth and depth of data Big data and analytics
instead of just a sample.
13% Social media and online
With technological advances communities
in computer hardware and new 28%
October 2014
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A star is born
*UmTOFX
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than they are getting in the current
QSPNJTFPGGVMMTFSWJDFBOEIJHIIPTQJUBMJUZ scenario, where the domestic market
standards, Indias newest airline Vistara promises is largely dominated by low-cost
carriers (LCCs) offering aggressive
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fares and where the idea of a full-
service carrier (FSC) itself has been
A
new star is rising in the Prasad Menon, chairman, significantly eroded over the years.
Indian skies, one that TSAL, describes the Vistara dream: The concept of fine service has taken
promises to put the sparkle Vistara will redefine the way we a backseat and the magic has slowly
back into the domestic travel in India. I can confidently gone out of air travel. Our market
air travel experience. Aptly named say that Tatas and SIAs legendary research shows that air travel has
Vistara derived from the Sanskrit hospitality standards and service become stressful and impersonal,
word vistaar, or limitless expanse excellence will make Vistara a natural reducing passengers to mere seat
the countrys newest airline may choice for passengers. numbers and leaving them with a
open up fresh possibilities for Indian sense of helplessness, he says.
travellers. A TIME FOR CHANGE If domestic passengers havent
Born out of a 51:49 joint venture Experience is how Vistara aims to had the best of air travel experiences
between Tata Sons and Singapore define and differentiate itself, in in recent times, the airlines havent
Airlines (SIA), Vistara announced skies that are already populated with exactly had the happiest of times
its arrival on the countrys aviation brands but where travellers have either. The odds have been heavily
scene in early August 2014, with a limited choices. Vistara CEO Phee stacked against domestic airlines
much-anticipated brand launch in Teik Yeoh is convinced that Indian struggling to cope with challenges of
New Delhi, the airlines hub. Along
with the new brand, aircraft livery Tatas and SIAs legendary hospitality
and crew uniform, the Tata SIA
standards and service excellence
Airlines (TSAL) management team
also revealed Vistaras ambition: to will make Vistara a natural choice for
offer a seamless flying experience by passengers.
creating a truly full service carrier Prasad Menon, chairman, TSAL
proposition.
October 2014
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20 Tata Review
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PERSONALISED SERVICE
With the Vistara team pulling out
all stops to create a flying experience
beyond compare, naturally there are
concerns about the costs involved
and plenty of comparisons with
airlines that have made similar
attempts with not-so-happy endings.
Mr Yeoh is not overly worried
with such talk. According to him,
the differentiated product and
service is what will give Vistara an
edge over competitors in terms of
commanding a slight price premium.
Without a doubt we want to Former Chairman JRD Tata, known for his passion
clearly differentiate ourselves from IRU\LQJFUHDWHGKLVWRU\ZKHQKHHZD3XVV
the pack. At the same time, we are
keenly aware of the reasons why 0RWKIURP.DUDFKLWR0XPEDLLQuWKDWUVW
so many airlines struggle to keep LJKWLQWKHKLVWRU\RI,QGLDQDYLDWLRQSDYHGWKHZD\
themselves afloat, says the CEO,
pointing out that there are two main
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causes why airlines have been unable UHQDPHG$LU,QGLD
to achieve much success: high-cost
October 2014
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21
BUSINESS
promise made years ago. The two 2013 that the joint venture finally the Tatas was much anticipated.
partners go back more than 20 years received approval from the Foreign Generations of people have come
when they made the first attempt at Investment Promotion Board. and gone, but the quest remained.
launching an airline in India; that Swee Wah Mak, director at Today, it just goes to show that what
and subsequent efforts remained TSAL and executive vice-president is destined to happen, will happen.
unsuccessful due to prevailing commercial, SIA, recalls how, for If there is one organisation in
policies related to foreign investment most of the 30 years he has worked India that we wanted to partner for
in the sector; it wasnt until October with the airline, the venture with this venture, it is the Tata group, for
22 Tata Review
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A compelling
sports saloon
The new Jaguar XE is packed with cutting edge technology aerodynamic
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and more that makes for a riveting driving experience
24 Tata Review
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Transforming customer
experience
Tata Business Support Services, one of the most or, in a best-case scenario, in about
48 hours. Today, this is just not
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enough.
JTSFQPTJUJPOJOHJUTFMGUPNFFUUIFOFXDIBMMFOHFT Tata Business Support Services
Ltd (TBSS), a wholly-owned
of corporates in this era of impatience subsidiary of Tata Sons, is grappling
with such challenges on behalf of its
O
ne of the biggest challenges all she has to do is to dash off a tweet clients, many of whom are clueless
confronting corporates or post a comment on her Facebook about how to tackle the new-age
today is how to deal with page through her smartphone. consumer. Social media is likely to
the digital native, an Within minutes, her universe disrupt the way business is done,
individual born in the digital age, of friends is made aware of the explains Srinivas Koppolu, CEO
comfortable with and well-versed perceived defects of the product or and managing director, TBSS. The
in handling smart phones and deficiency in service. Re-tweets, likes tradition of the customer calling
tablets, and active on social media. and forwards ensure that negative you on the phone with a complaint
These digital natives, also known as comments go viral on social media is changing rapidly. The speed and
Millennials, or Generation Y-ers, live in minutes. agility of the response needed in
in an era of impatience, where they How does a company respond the digital era is extremely high
want everyone, including corporates, to such complaints? Traditionally, as compared to the traditional
to respond to their problems in the grievance would be channelled response time.
minutes, not hours or days. through a call centre, and the According to Mr Koppolu, just
If the digital native consumer is company would promise to resolve a few negative comments on social
unhappy with a product or service, the problem in seven working days media by the end-customer about a
companys products or services can
have a cascading effect. The way a
company is perceived by a consumer
The era of lift and shift BPO strategy is
can change very rapidly. Today,
truly over there is increasing demand for when a consumer responds on
experiential services. Facebook, the rest of the world gets
Sarajit Jha, COO, TBSS to know of it immediately.
The dramatic changes in the
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T
he S-92 is a state-of-the- Advanced Systems (TASL), as its joint We built world-class capabilities.
art helicopter, deployed venture partner for the manufacture Today, we are the global single source
around the globe for VIP of fuselage for its S-92 helicopters for assembly of helicopter fuselage
transportation (including about five years ago, it was a major for the Sikorsky S-92 helicopters and
for heads of states and governments endorsement of the manufacturing have delivered more than 75 cabins.
such as the US President). So when capabilities and technical skills of this Another facility, the Hyderabad-
Sikorsky Aircraft, a subsidiary of 100 percent subsidiary of Tata Sons. based TASL-Sikorsky JV, which is a
American major United Technologies A Japanese firm had been subsidiary of TASL, is an integrated
Corporation and the producer of supplying the fuselage since 1992, fabrication facility where 4,000
the versatile chopper selected Tata but Sikorsky decided to relocate unique parts for the S-92 fuselage
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much talent in the aerospace sector cannot invest large sums into R&D export-based and domestic work in
in India and we have to develop independent of the needs of the all the targeted sectors.
our own pool of talent. TASL set user. R&D is closely linked to the TASL has a facility in Noida
up a training centre in Hyderabad specific requirements of the end- for the assembly of third generation
and hired expatriates who had rich user the armed forces. No one image intensifier based night vision
experience in working with global can spend billions of dollars in R&D devices (NVD) in partnership
OEMs. The average age of our in an industry where you are not with ITT Exelis, the largest NVD
employees is 24, says Mr Hussainy. sure whether the end-user will buy manufacturer in the US. TASL
They are fresh out of college and the the product. Even in the US and assembles NVDs for the US
foreign aerospace experts train them Europe, the governments support Army but its facility is open to the
in Hyderabad. the R&D initiatives of the private domestic market as well. Similarly,
According to Mr Singh, TASLs sector to a large extent. Another it assembles electro-optic pods for
DNA is grounded in partnerships side of the business that TASL UAVs, for supply both domestically
with international OEMs. We has participated minimally, is in and for export. Transmit-receive
are finely attuned to working in tendering for projects, either in India modules, which are critical parts of
partnerships with foreign companies, or abroad. While its products are modern radars, are also assembled
which is very essential in the defence destined for the defence forces in the by one of TASLs subsidiaries for the
sector, he notes. India is many US and Europe, the bidding is done export market. It is keen to supply
generations behind in defence by the OEMs, who win the contracts. them to the Indian forces, including
technology and the OEMs are Of course, we are looking at the the Navy.
providing us esoteric technologies. domestic market in India, which is Mr Singh says the company
Unless you create processes and huge, but it will take a long time for has already started answering
win their trust, they are not going large tenders to materialise, Mr RFP tenders and if it wins some
to share their expertise with us. Singh adds. of these, it would be in position to
The company also operates with a produce a full platform (an aircraft
start-up mentality. Effectively, TASL OPPORTUNITIES GALORE or a radar system) for the Indian
and all our subsidiaries are start-ups With the expected opening up of defence ministry. The main problem
in the area of aerospace and defence the defence sector in India the confronting the private sector in India
within the Tata group, he observes. government wants to encourage the is the uncertainty relating to these
The ability to think like a start-up Indian private sector to take up more orders and length of the procurement
pervades the organisation. projects TASL is keen to take up cycle. We have to take a call whether
While TASL does engage in work for the armed forces. There are to put our resources into a specific
innovation and some development opportunities in all the verticals that project that has no certain end date.
work, Mr Singh admits that doing we operate in, says Mr Singh. We The longer the procurement cycle, the
pure R&D in defence is very difficult have been able to show our capabilities more delays occur, he notes.
for a private company, which and have received a combination of Other Tata group companies
are also expanding their presence
in the defence sector. TASL works
in cooperation with many of them,
across both aerostructure and
defence systems verticals. With the
company gearing itself to produce a
full platform possibly an aircraft
ready to take-off from its plant
this cooperation will surely increase
in the coming days.
TASL recently signed an agreement with Pilatus Aircraft of Switzerland
for the manufacture and supply of its PC-12 green aircraft
Nithin Rao
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Engineering a
sustainable future
'PSPWFSWFEFDBEFT
5$&IBTCFFODSBGUJOH ensure that our solutions are state-
of-the-art in terms of engineering
TVTUBJOBCMFTPMVUJPOTGPSJUTDMJFOUT
CBDLFECZJUT expertise and sustainability.
JOOPWBUJWFTQJSJUBOEFOHJOFFSJOHFYQFSUJTF In this context, TCE has
extended the tenets of the LEED
[Leadership in Energy and
T
ata Consulting Engineers and people, that has prompted TCE Environmental Design] rating, meant
(TCE) has built a to focus on devising engineering for buildings, to its other projects,
reputation for providing solutions that help its customers to particularly manufacturing facilities.
best-in-class integrated reduce their carbon footprint and Among its high-impact projects is
engineering consultancy solutions. meet their sustainability goals. the urban renewal project for the
With over five decades of experience Rajasthan Urban Infrastructure
covering almost all key industry BUILDING FOR GENERATIONS Development, which involves
segments and capabilities to handle The impact of this futuristic working within socio-political
multi-dimensional, large scale thinking is most clearly seen in the and infrastructural constraints to
assignments in any part of the companys infrastructure business, introduce sustainability elements into
globe, the company has developed because of the size and scope of the the water distribution and sanitation
the ability to provide holistic, projects it handles. Vikram Bapat, systems of existing towns. TCE was
sustainable solutions to its clients. head of infrastructure, explains, successful in doubling the water
As JP Haran, managing director We operate in sectors like water, supply in some cities while reducing
of TCE, explains, Today more and urban development, manufacturing the specific energy consumption to
more businesses are realising the facilities, IT parks, special economic half the existing level.
need to adopt sustainable practices; zones, townships and hospitals, Often problems are specific
and those that dont are being forced which touch a substantial part of to sectors and locales. The water
to by governments and laws that are the spectrum of infrastructure management and distribution
becoming more and more stringent. development within the Indian vertical, for instance, had to tackle
There is a pressing need to think context. Since these are all structures the problem of water going waste
sustainability. It is this critical that have an impact on the economic because of leakages, pipe bursts and
need to safeguard the future of our development of the country and water pilferage. TCE came up with
businesses, and, indeed, of our planet affect society at large, we strive to several innovative solutions, one
36 Tata Review
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TCE took up the execution of the World Bank-funded project to clean the river Ganga at Allahabad and Kanpur
of which was tanker technology, damage. Apart from sewage, the PROVING THEIR METTLE
which was effectively deployed industrial pollution of the river was The steel, metals and mining
in Hyderabad, Chennai and a major concern, particularly lead business of TCE, in keeping with
Kathmandu. It involved isolating and cadmium discharges from these the companys commitment to
the affected area from the supply locations. Given the responsibility finding sustainable solutions,
network to inhibit the flow of the of creating a purification system and factors in the conservation of
water, and then pumping a tanker of diverting the pollution load, TCE energy and resources, and the
water into the distribution network built in arrests at various points to protection of the environment in
to create pressure in the system and prevent the sewage from entering all its projects. Confirming this, Dr
thus detect the leakage. the river. It also provided sewage Tapan Choudhury, head of the steel,
TCEs project on the air treatment plants in both cities, which metals and mining business, says,
pollution management system for ensured cost-effectiveness while We make sure that the projects we
Tata Steel in Jamshedpur helped addressing the pollution management undertake are sustainable from a
monitor pollution levels and guidelines. This solution now serves long-term perspective.
minimise the extent of gaseous as a blueprint for the entire clean-up This requires all operations
emissions. Over a century old, the programme. to meet environmental needs for
plant, built as per the norms existing TCEs infrastructure business managing ecological disruption,
then, did not meet the revised has been accredited by the National emissions, and waste, and ensuring
compliance requirements and needed Accreditation Board for Education the optimal use of water. Due
upgradation. The challenge lay in and Training (a part of the Quality consideration is given to natural
doing this without disrupting the Council of India), for conducting elements at the planning stage,
running plant. Thinking innovatively, environmental impact assessment and high-end IT applications are
TCE suggested implementation studies for environmental clearance, employed to optimise the use of
methodologies which not only solved due diligence and statutory natural resources, especially in mine
the problem but also reduced the compliance in more than 18 sectors planning.
total suspended particulate matter by within India. Mr Bapat says, We Project teams carry out
close to 40 percent. have a diversified business, which has impact assessment studies and
The World Bank-funded yielded us domain knowledge in a recommend risk mitigation
project to clean the river Ganga at range of sectors. Our knowledge base measures, at the beginning of every
Allahabad and Kanpur afforded TCE enables us to customise technologies project. At Tata Steels ferrochrome
yet another opportunity to find a to suit the engineering needs of clients project in Gopalpur, Odisha, for
solution that reduced environmental and the specific needs of each sector. instance, the environmental impact
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assessment study ensured that the ensure this, TCEs solutions address preservation of the natural
local community was protected. the optimum utilisation of land for ecosystem. TCE has proposed
Such preventive measures, prior to the management of waste and the innovative solutions in mine-
commissioning of new projects, help reclamation of external dumping void filling to optimise resource
companies to mitigate risks and sites, maximisation of the mine life, utilisation.
implement sustainable and effective ore and waste rock haulage, and
solutions. water management. Conservation POWER-PACKED
Among its many businesses, of the raw material and recycling to PERFORMANCE
TCEs mining business shoulders ensure zero waste optimises material While uninterrupted supply of
the highest degree of environmental usage. With a view to promoting the power is the assurance that fuels
responsibility. The safety of mine longevity of the mine and ensuring industrial development, it demands
workers and the community, besides sustainability, the company also responsibility on the part of industry
the need to achieve commercial ensures that once the mine is closed, to ward off environmental concerns.
success to ensure sustainability, the remaining reserve is sterilised, Clean technologies, cost-efficient
makes it necessary to optimise the enabling future use if conditions processes in ultra super critical
process of the extraction of mineral become favourable again. thermal plants and a move towards
resources. The lifecycle of the mining Dr Choudhury says, renewable and alternative sources
business, spanning the spectrum Traditionally, mines were of power generation will ensure
from prospecting, to exploration, abandoned, after excavations were that development is sustained and
mine closure and reclamation of the no longer possible. Planning the environment-friendly.
land, demands that utmost care be closure of the mines and recharging TCEs power business unit has
taken to ensure that environment and the aquifers are two new phenomena come up with an innovative process
community interests are sustained. To that are helping to ensure the in flue gas desulphurisation (FGD)
systems, which reduces emissions
of sulphur dioxide from the exhaust
flue gas of coal-fired thermal power
plants by almost 90 to 95 percent.
Mohan Murthy, head of the power
business, says, TCE successfully
retrofitted an FGD system to a
completed coastal thermal power
plant within 24 month, without
disturbing the topography of the
plant site, and by curtailing project
cost escalations. This innovative
process has applications in greenfield
and brownfield coal-fired power
plants. TCE has filed an application
for a patent for this process, and
was also honoured at Tata Innovista
2014 with the award for Promising
Innovation Core Process.
CLEANER CHEMICALS
The chemical business of the
company works with the chemical,
Ecofirst, a TCE subsidiary, helped Bombay House, the Tata group petrochemical, oil and gas,
headquarters in Mumbai, to get a gold rating in LEED certification fertiliser, paper and pulp, and
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Powering ahead
After executing the prestigious Krishnapatnam Executing the Krishnapatnam
super-critical thermal power plant
super-critical thermal power project in Andhra is an important milestone for Tata
Pradesh, Tata Projects is geared to take up other Projects, says Vinayak Deshpande,
managing director, TPL. This
challenging EPC and BoP assignments in the project delivery has propelled us into
power generation sector the league of select players in India
with super-critical engineering,
K
rishnapatnam, a port town was awarded Indias largest balance- procurement and construction
in Nellore district of Andhra of-plant (BoP) contract in the power (EPC) capability.
Pradesh, is emerging as a sector by the Andhra Pradesh It was a challenging project
major electricity hub, with Power Development Company because of the difficult sandy terrain
a few power plants under various (APPDCL) for the 2x800MW, super- and its proximity to the coast, but
stages of development. But the pride critical, coal-fired Sri Damodaram the team handled it effectively. The
of Andhra, as it has been dubbed, Sanjeevaiah thermal power plant at project shall help bridge the power
is the Krishnapatnam super-critical Krishnapatnam. shortage faced by the people of
thermal power project comprising The first 800MW unit was Andhra Pradesh.
two units of 800MW each. Tata synchronised on March 31and Super-critical technology
Projects (TPL), one of the fastest- it generated 810MW of power on ensures that a power plant is efficient,
growing infrastructure companies in August 28. The second unit is in the cost of production lower and
India, had a key role in executing the the process of synchronisation and emissions reduced. But such plants
mega power plant project. both units will generate power at full need superior quality of coal of at
In February 2009, the company capacity before the end of the year. least 4,800 kcal. Much of the coal
40 Tata Review
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The Krishnapatnam power plant located in
Nellore district, Andhra Pradesh
for the Krishnapatnam project is five units of 800MW each. also one of the most challenging.
brought from eastern India. It has to For TPL, the Krishnapatnam Being a coastal power plant, the soil
be washed, which reduces its calorific power project has been a prestigious did not have load bearing capacity,
value to 4,200kcal. APPDCL blends affair, and executing it smoothly explains Mr Krishna. We had to
this coal with imported coal, which is a major achievement for the do piling, which went down to a
has a higher value of 6,000kcal. Hyderabad-based company. depth of 50m. Handling large pieces
The companys expertise in of equipment on the site posed
OVERCOMING CHALLENGES coal and gas-based super and sub- problems that the TPL team had to
The EPC contract involved detailed critical technologies and extensive overcome.
design, engineering, manufacture, experience in total EPC and BoP The use of seawater was another
procurement, supply, construction, coal-based power plants and gas- major challenge. The natural draft
erection, testing and commissioning based combined cycle power plants cooling tower (NDCT), constructed
of complete BoP systems and were invaluable assets in the smooth by TPL, which soars to a height of
equipment. execution of the project. 176m, is one of the tallest in India.
BV Ramesh Krishna, vice- The Krishnapatnam project was It uses treated seawater and has a
president and head, power
generation, TPL, points out that this
is the first super-critical, 800MW
The Krishnapatnam project has propelled
power project in the public sector
in India the first super-critical,
us into the league of select players with
800 MW private sector project in super-critical EPC capability.
India was commissioned in Mundra, Vinayak Deshpande, managing director, Tata Projects
Gujarat, by Tata Power, comprising
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capacity of 100,000 cubic metres running of the power plant. Says all manpower and laying down
an hour per unit. Referring to the CH Vivekananda, officer on special stringent processes, to conducting
numerous challenges that were duty, APPDCL (who was also the regular safety audits, the company
encountered over the last five years, project manager for five years and ensured adherence to stringent
As Bhattacharyya, assistant vice was closely involved with the project safety norms. We tried to inculcate
president, power generation, TPL from inception): TPL has done a a rigorous culture of safety at the
who has been closely involved wonderful job. It was a challenging project site, says Mr Bhattacharyya.
in executing the project says the assignment, but they have done You will never see anyone without a
NDCT construction was the most a great job in executing this `120 hard hat at the site.
critical aspect. billion project. One of the major factors
Pointing out that the original One of the reasons for the contributing to accidents and
contractor faced financial problems smooth execution of the project fatalities in such projects is objects
and could not construct the NDCT, was the coordination between the falling from a great height. The
Mr Bhattacharyya explains, We had various suppliers and contractors, Krishnapatnam power plant has a
to take up the work even though we explains J Raghavendra Rao, project double flue chimney that soars to
had never built an NDCT in the past. manager, APPDCL. Since the BTG 275m.
We imported the scaffolding material was split into two components Even if a nut falls from such a
for the towers and used vertical piles one for the boiler and the other for height, it can go through a persons
as against conventional ones. the generator it was essential to skull, points out Mr Bhattacharyya.
integrate the two. And TPL did the Wearing helmets is essential for the
INTEGRATING SYSTEMS coordination well, he adds, ensuring safety of all people at the site.
The power project had two key smooth roll-out of the project. Many workers had to operate
parts installing the BTG (Boiler, APPDCL plans to add a third on platforms at heights of 90m. We
Turbine and Generator) and the BoP. 800 MW unit at Krishnapatnam, conducted psychological training
TPL, as the EPC contractor and in which will then emerge as a for the workers before sending them
charge of the BoP, had to integrate all 2,400MW mega power project. Bids up. We monitored their heartbeat
the systems including the NDCT, will be called for the third unit and and ensured they were comfortable,
the coal-handling units, the bunker the tenders awarded in due course. he adds. All workers going up on
and the fire protection system. Safety was also a major to platforms were also hooked to
It also had to ensure the smooth consideration. From training of lifelines and safety harnesses.
42 Tata Review
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LEVERAGING EXPERIENCE
Each successfully executed project
added to the TPL teams expertise
One of the most complex projects
and confidence. Way back in
2007, TPL had been contracted by
executed by us
Mahagenco, the state-owned power
generation company in Maharashtra,
to put up two 500MW units in
Bhusawal, which added to the
teams experience. Execution of the
challenging Krishnapatnam super-
critical thermal power project has
given confidence to the TPL team
that it can take up any project in the
power sector. India is now heading
towards ultra-super-critical thermal
projects with 1,000MW units, says Tata Projects (TPL) has executed (on a balance-of-plant basis)
Mr Krishna. And we are confident the super-critical thermal power project, at Krishnapatnam (two
of handling such projects. units of 800 MW each), for APGENCO in Andhra Pradesh, India.
As part of a strategic initiative, The project is one of the largest power projects in the state and
TPL has also entered the packages is vital to the government in addressing electricity shortage
market by offering individual faced by the people of Andhra Pradesh.
packages like Coal Handling. Elaborating on the project, Vinayak Deshpande, managing
BoP, for instance, comprises 20 director, Tata Projects says, This has been one of the most
different packages including BNLOKDWOQNIDBSRDWDBTSDCAX3@S@/QNIDBSR
3GDQRSTMHSG@R
building the coal-handling plant, been completed, tested and is in production. At present the unit
the ash-handling plant, the water is providing a power yield of close to 800 MW. The overall power
system, NDCT, etc. Some customers plant would be operational by end of 2014.
award jobs that relate to individual
packages, whereas others give it Some of the unique features of the project include:
on EPC or BoP basis. Recently, .MDNESGDLNRSDEBHDMSONVDQOQNIDBSRHMSGDRS@SD
TPL emerged as the lowest bidder One of the largest BoP projects in the state executed by
in a tender for a `3.3 billion coal- Tata Projects.
handling plant (with a capacity of .MDNESGDLNRSCHEBTKSSNATHKC@RHSHRBKNRDSNSGDBN@RS
2,400 tonnes an hour) for a National and has sandy soil, with land features similar to beaches.
Thermal Power Corporation project. Has one of the highest natural draft cooling towers in
Mr Krishna sees huge potential India, which uses treated sea water (the NDCT has been
for power projects all over India. constructed by TPL).
We are also looking at renewable TPL has supported schools for local communities / workers
energy and see good opportunities in children in the vicinity.
solar and wind energy, he adds. But #QHMJHMFV@SDQOTQHDQRG@UDADDMHMRS@KKDCENQUHKK@FDQRHMSGD
coal would continue to dominate vicinity, improving quality of life for all.
the Indian power sector at least for
the next 10 years. The company is
also exploring entry into projects in Indias electricity generation capacity significant share of the new business
the Middle East and Southeast Asia expected to surge over the coming that will emerge.
(for a combined-cycle and open- years, TPLs power vertical is poised
cycle, gas-fired power plant). With to leverage its strengths and capture a Nithin Rao
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BUSINESS
area. What are the new business them. In the first round we had about 100 odd
opportunities that have been ideas of which six were selected by an internal
identified by the company? team. The implementation teams underwent
We have to constantly invent and innovate a grooming-coaching programme which
for survival and growth. As an industry, we culminated with a week in Silicon Valley where
have a lot of demand. We are constantly being they met many entrepreneurs and immersed in
threatened by new ways of communication from the whole start-up environment.
start-ups and next generation companies. We These six teams made a final pitch to a
believe the process of innovation begins with panel of internal and external judges from which
curiosity and a desire to learn. Therefore, we we chose to fund two ideas. These two teams
are trying to make people curious, make people will incubate the ideas, run them like a small
want to learn. We have more than tripled our company with complete autonomy and get
number of learning days in the organisation, funding based on pre-decided milestones. Its
people are being trained in a variety of different their business but with the safety net that if all
things not just the basic managerial skills and goes awry, we will take them back.
self improvement. My goal is to have 10 different incubations
We run a programme called Moonwalks going on within two years. We have $10 million
(see box: The call of the unknown), which is all of capex and $7.5 million opex earmarked for
about exploring completely new industries and the programme.
new subjects. We have five Moonwalks currently
underway. The whole idea is to get people to be What are the initiatives you are
comfortable with something they know nothing planning to boost productivity?
about. Shape the Future is another programme Last year we launched Saumill (stands for 100
to identify business opportunities that will add million; sau means 100 in Hindi), a programme
to the top line in the future. We invite our people to cut $100 million from our costs. We
to submit ideas that have the potential to become positioned it as a productivity initiative to fund
a $200-million business within 10 years and growth and improve the bottom line.
touch billions of people; we select the best ones, We let the idea surface very democratically
and then coach the teams set up to implement from various functions in the organisation
46 Tata Review
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47
BY INVITATION
B
ilateral relations between From the geographical perspective, Asia-Pacific Economic Cooperation
China and India are moving China and India share more than Summit scheduled to take place
in a new direction. From the the same border both are at a in Beijing. In conclusion, both
historical perspective, the critical stage of economic structural countries have elected new leaders
relations between the two countries readjustment faced with the and have new governments driving
trace back more than two millennia. daunting task of maintaining the the leadership.
Both countries have momentum of economic growth
contributed greatly to modern and both are bending backwards in OLD TIES, NEW MISSION
civilisation. The forefathers of India realising their national rejuvenation. Leaders and governments of both
invented the Indo-Arabic number There is a saying that countries are countries have demonstrated the
system, without which all modern free to choose their friends, but willingness to further promote
sciences would be groundless and not their neighbours. China and bilateral relations while addressing
also the IT industry. Meanwhile, India are such large neighbours that the standing issues constructively.
the forefathers of China gave the neither can afford to ignore the other The road map is drawn and political
world four inventions (gunpowder, side indefinitely. decisions have been made. Now, it
paper, printing and the compass), Against the backdrop of is up to the various industries and
which are still the basis of many globalisation and low-carbon social sectors from both countries to
modern sciences and technologies. economy, China and India have work closely, in order to transform
History says that China and India to join hands, take stock of their the political decisions into concrete
jointly invented the technology for industrial advantages and the huge results. Based on the above analysis,
producing sugar, without which the market potentials, and promote the Tata group, which has long been
modern day would be utterly dull common development, which will, the vanguard of the Indian business
and monotonous. in turn, contribute to world peace community in China, can explore a
Currently, both countries and development. As the saying new mission to give impetus to
have been contributing to the goes: United, we stand; divided, we bilateral relations, both in terms of
global economic growth either in fall. From the political perspective, trade and investment. The corporate
manufacturing or in IT industry. bilateral relations have entered relationship between the Tata group
48 Tata Review
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BY INVITATION
October 2014
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49
PHOTOFEATURE
IN VIEW
Photography Samuel Ashfield, John de Koning
,QGHHGVRPHIDPLOLHVKDYHEHHQDWWDFKHGWRWKHUPV
Stocksbridge plant in South Yorkshire, for several
generations. Offering mentoring and apprenticeship A view of the gas storage facility at Tata Steel
schemes for younger workers, Tata Steel welds the Europes plant in Port Talbot, Wales. Gases created
during the steel-making process are captured
best of company traditions onto modern perspectives and used as a source of energy for the plant,
WKDWZLOOGULYHWKHUPLQWRWKHIXWXUH substantially reducing its environmental footprint
This feature was originally published in Tata Europes
Perspective magazine, Issue 1 2014.
50 Tata Review
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PHOTOFEATURE
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PHOTOFEATURE
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PHOTOFEATURE
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PHOTOFEATURE
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SPECIAL REPORT
Skills for a
sustainable future
Across the world, a severe shortage of talent is threatening businesses
causing concern to companies and governments looking for sustainable
models of growth. The ManpowerGroups Annual Talent Shortage Survey
for 2014 found that one-third or 36 percent of the 37,000 employers
DPWFSFEXPSMEXJEFBSFTUSVHHMJOHUPOEDBOEJEBUFTXJUITVJUBCMFTLJMMTUP
MMUIFJSWBDBODJFT5PNFFUUIJTDIBMMFOHF
UIF5BUBHSPVQIBTMBVODIFEB
slew of skilling initiatives, some of which we feature in this special report.
56 Tata Review
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SPECIAL REPORT
E
mployability is a growing challenge around The Tata skills building initiative spans
the world. The great skilling divide is nations. The group is leveraging the wealth of its
particularly wide in India. Two-thirds of intellectual capital and resource base to make an
Indias population is under 35 years of age, impactful contribution in skill development in
with a large percentage either unskilled or under- North America, Europe, China, Africa and the
skilled. In the coming decade, about 140 million Asean (Association of South East Asian Nations)
young people, completely bereft of any vocational region. In each region, Tata is responding with
skills, are expected to join the industry. On the initiatives that are targeted to meet local needs. In
other side, Indian industry is grappling with the India, Tata companies train over 60,000 students
problem of lack of talent and inadequately skilled every year in trades related to their core business,
manpower, which impacts negatively on growth. either through internal training facilities, or
The Government of India, aware of the through tie-ups with nonprofits and government-
impending crisis, intends to empower 500 run industrial training institutes (ITI). In United
million people with the required skills by 2022. States of America, Tata companies are active in
Skills development is one of the highest national the STEM (science, technology, engineering and
priorities..., says S Ramadorai, former vice math) initiative that aims to encourage interest
chairman of Tata Consultancy Services, who is in science and technology fields. The TCS China
also chairman of the National Skills Development University is partnering 25 universities to make
Corporation, and an advisor to the prime students workplace-ready.
minister on skills development. It is clear that a In Europe, Tata companies have funded
structured and comprehensive skills development 125,000 training courses, more than 100 degrees
programme has the potential to empower this vast and over 400 university scholarships. Companies
demographic of people and make a substantial also offered 150 apprenticeships and over 750
difference to the lives of thousands over the next internships to young people across the UK.
few decades. The Tata group is doing its bit to Dr Mukund Rajan, brand custodian and
bridge the divide by enabling a global skilling chief ethics officer, Tata Sons and member of the
initiative to empower the youth. Group Executive Council, explains the groups
Tata Strive is a group-wide, centrally- collaborative approach: We must try and create a
coordinated programme that aims to develop sustainable impact. The scale that the companies
employability, entrepreneurship and enterprise can create if they work together is larger than
capabilities in youth through training. The Tata what any single industrial house can achieve.
Trusts are also in a unique position to contribute The following pages indicate the range of
to this endeavour, given their presence across work being done in the area of skills development
India, their decades of experience in partnering by Tata companies around the world. The
with non-government organisations to build companies showcased here are but a few of
livelihoods and the ecosystem that they have built the many that are working to build skills in
and sustained. communities and make youngsters employable.
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T
housands of candles can be lit from skilling them. A group-wide skilling initiative
a single candle, and the life of the will allow companies to share these costs.
candle will not be shortened is a Tata Strive is backed by both the group
saying attributed to the Buddha, and and the individual Tata companies. Companies
one that suits the Tata philosophy just as well can either work on their own, while following
for decades, Tata companies have invested the guidelines set by Tata Strive, or work with
the group. Tata companies can also set aside a
portion of their mandatory 2 percent corporate
social responsibility (CSR) spend for group CSR
programmes such as Strive.
Explaining the basic idea of Tata Strive,
Sudhakar Gudipati, general manager, Tata
Sustainability Group, says, The aim was to
leverage the strengths of Tata companies and to
create courses that would help build and supply
trained manpower to companies.
Tata Strive is built around certain guiding
principles. For example, the programme aims to
reach out to the underprivileged and those who
have traditionally been denied access to such
training, on account of gender, disabilities or
ethnicity. The model is scalable, and designed to
need decreasing financial support from the Tata
group.
The quality standard for the programme has
been set high to ensure that Tata Strive will
be recognised as a byword for quality skilling
education in the future. Sustainability is key to
the exercise trades or skills to be taught at
a particular centre are based on the demand
and the need in that region, thus ensuring that
Tata Steel imparts skills training in the area of housekeeping beneficiaries can benefit from a choice of job
to potential candidates opportunities.
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SPECIAL REPORT
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CENTRED THINKING
The captive centre model will be completely
driven by the Tata group. To start with, four
centres will be set up in four regions of India.
The centres will be set up in buildings owned
or leased by Tata companies, thus leveraging
existing infrastructure. This model will give
Strive the on-ground experience of running
the centres.
Mr Gudipati says, This experience will
help us to understand how the whole system
works. Having our own centres will also give us
the freedom to experiment and evolve faster.
The first three years are intended to be
a pilot, allowing the model to be accepted,
to evolve and to begin making a difference.
Within Tata companies, the mood towards this
programme is extremely positive. There is a
perception that, given the scale of the group
and the resources and the wealth of knowledge
and intellectual capital it holds within itself,
Tata Motors has partnered with ITIs and nonprofits to help with a programme such as this could change the
need-based training programmes face of India and many other countries. Mr
Gudipati says, Companies are happy that this
a memorandum of understanding (MoU) with programme will open up a large number of
Tata Sons. The Strive team is working to build trades and partnerships, enabling the group to
the Amritsar ITI into a model institute and take advantage of all its resources.
identify the issues, ranging from infrastructure, There are many expectations riding
equipment, capacity of the teachers, needs of upon the programme and the Tata group is
community and industry, and governance and determined to make Tata Strive a success. The
systems, that hold it back. vision for the programme can be expressed in
Tata Strive is discussing opportunities another saying attributed to the Buddha: If
to partner with nonprofits across India and you light a lamp for someone else, it will also
overseas. Partnering with Strive will enable brighten your path.
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AEROSPACE SKILLS
Life skills Tata Advanced Systems (TASL) requires fairly
specialised skill sets, for which the company has
I
n India, the Tata skilling initiative is powered building initiatives in all its locations. At
by the efforts of individual companies Babrala in Uttar Pradesh, it has a full-fledged
working to support thousands of youngsters training centre offering courses that range from
and the community at large. While the scale mobile repairing and accounting to sewing and
and size of the skill-building projects differ, hospitality services. More than 5,400 youth have
each company is making quality training and been trained at this centre. In addition, nearly
industry-relevant vocational skills available to 185 youth have been trained for rural BPOs
those who need it most. operated by the Uday Foundation in Mithapur
and Babrala.
HOSPITALITY SERVICES At Babrala, the Tata Chemicals Society
In 2009, Indian Hotels Company (IHCL) set for Rural Development (TCSRD) has tied up
up its first hospitality skills training centre in with Larsen & Toubro to train youth from
Khulthabad, Maharashtra, in association with neighbouring villages to work towards the
the nonprofit Pratham. The centre offers basic plant expansion. Training is offered in trades
training in hotel industry processes, including such as masonry, fitting, welding, carpentry,
food production, housekeeping, and food and mobile repairing, accounting, basic computers,
beverage services. desktop publishing and garment making. For
IHCL currently runs 36 such centres in less this, TCSRD partners Rishi Weld Tech and
developed regions of India, such as Kalimpong Mini ITI, Rajkot. For hotel management and
in the northeast and Chhattisgarh in central catering services, it has tied up with IHCL
India. About 9,000 youth have passed through and the Navjeevan Trust. It has also tied up
these programmes, and about 97 percent of with the Dalit Shakti Kendra to train girls in
them have found jobs in the hospitality industry.
The company has also joined hands with Tata
Steel to set up similar centres at Kolabera near
Jamshedpur and at Behrampur, Odisha, and
with Tata Chemicals for a centre at Mithapur
in Gujarat. It has also roped in Jiva Spa to
offer a three-month course in spa services in
partnership with the Don Bosco Centres in
Nagaland and Assam. Apart from skill training,
the company engages in the revival of indigenous
art and culture forms and supports over 1,000
artisans and cultural troupes in India. IHCL trains youth in hospitality skills
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makeup and hair styling, videography and corporate etiquette and IT competency, reaches
photography and stitching. The centre at out to deserving candidates across India. Since
Haldia in West Bengal has courses in mobile 2010, the company has trained over 37,000
repairing, electrical repair and fitting, computer youth, about 15,000 of whom are from scheduled
hardware, and repairs of ACs, refrigerators and castes and tribes (SC / ST). More than 2,700
two-wheelers, in association with Jan Shiksha of the trainees are employed with TCS-BPS
Sansthan and Webcon Consulting more today. The success of the BPS Employability
than 7,600 people have been trained here. An programme led TCS to start a new initiative in
additional 6,000 people have benefited from FY14. Students studying in the 5th semester of
farm-based training programmes such as pond four engineering colleges in Andhra Pradesh,
management, agricultural development services, Karnataka, Madhya Pradesh and Maharashtra
seed production, dairy farming, food processing, received training through a specially designed
etc. Through its Okhai initiative, TCL supports 200-hour module to promote IT skills.
about 450 traditional artisans at Okhamandal, TCS was the first company to sign an MoU
Gujarat, in design, marketing and enterprise with National Skills Development Corporation
management support. (NSDC) under project Udaan in 2011. Udaan
offers Kashmiri youth a 14-week training
BUSINESS PROCESSES programme to improve employability. So far,
Tata Consultancy Services (TCS) trains nearly 400 youngsters have benefited from
unemployed graduates to work in Business this. TCS has also set up a faculty development
Process Services (BPS). This programme, programme to enhance the capability of the
offering training in English communication, faculty in ITIs and ensure that quality and course
delivery is in line with industry practices. About
100 teachers from ITIs in eight states have been
trained and certified by TCS. Another TCS
programme, InsighT, promotes team building,
leadership, communication and presentation
skills in Class 12 students. It has impacted about
3,000 students in three years.
AUTOMOBILE TRADES
Tata Motors (TML) has partnered with 137
ITIs across the country. Of these, 33 ITIs are
part of the Institute Management Committee
Sharpening aerospace skills at TASLs Advanced model, under which a TML representative is the
Craftsmanship Centre in Hyderabad chairman of the ITI. These ITIs have the potential
to train 10,000 students annually in required
automobile trades. The company trains another
3,000 students every year through its in-house
industrial training facility. It has also partnered
with Confederation of Indian Industry to provide
soft skill training to 1,000 ITI graduates. The
company recently launched the Learn and Earn
programme for youth, which provides on-the-job
training in motor mechanics. TML has started
14 driving schools in order to meet the projected
need for nearly 5 million commercial vehicle
Young students receiving skills training in motor mechanics drivers by 2022. The company trains about 1,000
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VOCATIONAL TRAINING
Tata Powers tie-ups with ITIs in Maharashtra,
Gujarat, Odisha and Jharkhand promote skill-
building in nursing and call centre management.
Women self-help groups are trained in making
jute bags, traditional handicrafts and incense Tata Powers career development centre in Maithon, Jharkhand
sticks. The training, which includes soft skills in
communication and teamwork, has benefited over
4,000 people over the last five years. Tata Power
and Tata Business Support Services set up a rural
BPO in Khopoli, Maharashtra, where more than
2,300 youth have trained as call centre executives
in the last five years. Another skill-building
initiative with Tata Steel in Tiruldih, Jharkhand,
focuses on vocational training for project-
affected youth. The Tata Power Skill Development
Institute is a new initiative expected to benefit Students at a training programme organised by Titan in Hosur
over 600 power sector workers in FY15 through
programmes designed to train, test, certify and Ustadi programme, a collaborative initiative with
accredit workers. The institute will initially focus training partners and contractors at Jamshedpur,
on Tata Powers associate workforce and will Nagpur and Hyderabad.
later include other power companies.
PRECIOUS KNOWLEDGE
TECHNICAL SKILLS Titan Companys first skilling initiative dates back
Tata Projects has initiated tie-ups with ITIs, to 2005, when it organised a three-year course at
nonprofits, training partners and other Tata its watch division in Hosur, Tamil Nadu. Here,
companies to offer short term residential / non- local students, a quarter of whom belonged to SC
residential courses in trades such as welding, / ST groups, are taught fitting. About 200 students
bar bending, form carpentry, tower erection and have completed the course so far. Titan also offers
reverse osmosis plant training. At least 25 percent underprivileged school dropouts a one-year
of the candidates hail from SC / ST groups. The course in jewellery making and precious metal
programme offers on-the-job training with work, conducted at the Hosur unit. Over 170
a stipend, and minimum employment of six candidates have been trained so far. The company
months after the training. So far, the programme sponsors a Chennai-based vocational training
has placed more than 1,000 people. The company centre to train underprivileged youth in skills
also offers vocational training in mobile repairing, such as retailing, data entry and watch repair.
Tally software, computer hardware, plumbing Recently, the company entered into a similar
and basic computer skills. It partners with ITIs engagement with another organisation for skilling
in Andhra Pradesh to enhance skills in welding youth affected by the Uttarakhand floods in 2013.
and fitter trades. The company plans to train Across India, Tata companies are going the
about 6,000 people every year in skills required extra mile to set up training that is relevant and
for tower erection and stringing, through the much needed.
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I
t seems counterintuitive, but America, profit organisations, communities, universities
the land of technology advances, is facing and local schools. For TCS, the STEM initiative
an acute shortage in talent from science, meets a critical business imperative by ultimately
technology, engineering and mathematics increasing the size of the skilled talent pool in
(STEM) fields of study. There is a huge demand computer science and IT.
from the industry for such personnel, but the TCSs STEM initiative actually brings
number of Americans entering the workforce together the companys capabilities in
with STEM skills is not keeping pace. technology, volunteering and philanthropy to
The data shows a clear picture there will create for students a pathway from education to
be 8 million STEM jobs in the US by 2018. Of a career. In FY14, over 440 TCS employees in
these, there will be more than 1.4 million jobs the US volunteered for the STEM initiative to
(by 2020) that require computer science and teach computer science lessons, train teachers
programming skills, but only 400,000 graduates and mentor students. Last year alone, TCSs pro
bono, skilled-based volunteering through
their partner Npower resulted in $620,000 of
social good for education non profits.
Says Balaji Ganapathy, head of workforce
effectiveness, TCS North America. We are
engaging at different levels on this issue. At a
national level this means bringing attention
to the problem and providing forums for
solutions on education policy, state funding
and local industry engagement. Second is using
technology, which is the greatest enabler for
providing a national infrastructure. Third is
leading cross-sector partnerships to collaborate
and scale successful programmes. Finally, skilled
technology professionals from our company are
mentoring and inspiring young students to be
future STEM leaders.
SPOTLIGHT ON SKILLING
TCS is ramping up its engagement with
Children at an IT skills workshop organised by TCS in Atlanta STEM on several fronts. It has partnered
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MENTORING SKILLS
Another feature of the STEM initiative is
the emphasis on building a network of two
million mentors across the country to work
with traditionally disadvantaged communities
including women, minorities, low income
groups and war veterans. For this, the company
has been a founding partner of two national
mentoring initiatives, US2020 and Million
Women Mentors (MWM).
US2020 is a national initiative that
encourages corporate volunteerism and
includes industry leaders such as CISCO,
Chevron, SanDisk, Raytheon and Cognizant.
The partnership aims to engage one million
STEM professionals in high impact mentorship
opportunities by the year 2020. Within TCS, the
goal is to have 20 percent of TCSs American
workforce volunteer for at least 20 hours a year
as mentors, providing them with expertise and
real-world perspective.
TCS is also building the US2020
technology platform to help cities scale
their STEM mentoring for minorities and Children dabble in technology at a workshop in Chicago
October 2014
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66 Tata Review
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W
hile in-depth knowledge and partner universities in China and is present in
industry expertise is essential, several cities including Shanghai, Hangzhou,
proficiency in English, inter- Nanjing, Wuhan, Chengdu and Haerbin.
personal skills as well as problem The technical curriculum of these
solving and other managerial skills that enable universities is carefully scrutinised by the TCS
people to work with colleagues across the globe China team, which works closely with partner
and manage all kinds of diverse situations are universities to ensure that course materials
important too. Graduates and young adults all are continuously updated to reflect changing
over the world face such challenges when they technological and client requirements. These
leave the campus. collaborations take the form of campus
Over the years, Tata Consultancy Services presentations, lectures and training courses for
(TCS) has found that helping young adults professors and university students alike. Training
to shape the future direction of their careers sessions are held at the partner universities.
is a crucial and critical aspect of their talent Technical and soft skills training, internships
development. In China, TCS has addressed this and on-the-job mentoring are also provided to
issue by conceptualising and starting the TCS university students, to develop skillsets required
China University (TCSCU) in 2011. for success at the workplace. Some of these skills
The core function of the TCSCU is to ensure are taught even prior to graduation. This has been
The core function of TCSCU is to ensure that young adults in China receive training and are
groomed to be corporate ready. Till date TCSCU has successfully worked with 1,135 students
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SPECIAL REPORT
a very successful intervention, with university learn from them, says Li Feifei, a fresh graduate
students and fresh graduates alike rating the from Shuren University. Weng Kaibo, a graduate
soft skills and technical training, and mentoring from the University of the Ceramic Institute of
extremely well, with a close to 100 percent Jingdezhen, says, I learnt how to apply theoretical
satisfaction rating. knowledge in practice, and the interpersonal
The faculty (at TCSCU) is excellent and all effectiveness course is really interesting. I learnt
of them are outstanding people and we should a lot! Till date TCSCU has successfully worked
with 1,135 students and has conducted training
sessions for 150 professors and teachers.
Skills that students picked up YOUNGER MINDS
during the Go for IT initiative Aside from TCSCU, which looks at developing
university students in preparation for the
Motivation for personal goals: Initiative, workforce, TCS China has also initiated a
engagement, willingness to try new things, programme for younger talent that is aimed
persistence, work ethics, commitment and a drive to at teenagers from local schools. This is done
pursue interests and personal development. through their Go for IT initiative which they
have started in collaboration with the Jianping
Executive functioning skills: Planning ahead, High School in Shanghai.
organisation, execution and completion of projects, As part of the inititative, the TCS
informed decision making, judgment, concentration Shanghai office along with Jianping High
and self-monitoring. School conducted an intensive nine day onsite
programme for 15 bright and promising
Glimpses into life at work: Job experience, teenagers. For nine days, all 15 students
interviewing, working hard, accepting criticism embarked upon a rigorous, intensive learning
and following directions. Students were given journey. Among other things, they picked up
opportunities to interview candidates applying to basic office software applications and learnt
TCS, and were matched with mentors they had to how to apply these skills at work, interacted
learn how to accept feedback and follow directions. with top business leaders within TCS China,
shadowed different corporate functions, applied
Academic skills: Intellectual curiosity, study habits newly learnt skills in work assignments, and
and value of learning. worked closely with team mates and TCS
China leaders who were assigned as mentors.
%MOTIONALAWARENESSREECTIONREGULATION A Students worked on a designated theme and
big emphasis of the programme was on were expected to research, plan and develop a
introspection. Students were expected to introspect presentation deck by the end of the programme.
on their performance and relationships with their They also practiced public speaking and
team(s) and mentors at the start and end of every presentation skills.
day. They were also asked to set goals every day. All participating students who participated
appreciated the programme and were extremely
Social skills: Through team projects and their satisfied with the training. I learnt to be
interactions with different corporate functions within the confident and passionate, more meticulous
company, students had to hone their ability to size up and so on. I can see my progress thanks to
interpersonal situations. They also learnt the following TCS China, says Gong Jiaying, a participant.
lessons: cooperation with others, communication Another student, Wang Junkun, says, I really
RJHKKRBNMHBSQDRNKTSHNMRJHKKRF@HMHMFODQRODBSHUD@MC enjoyed the knowledge shared by the mentors.
accurate self-appraisal in groups. Their international perspective, inputs and
advice on our appearance, etiquette and the
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way we carry ourselves was very useful. initiative, adds, I find that the students get a lot
The mentors who trained the students were from the mentoring experience and it is exciting
equally happy with the progress shown by for the mentor to watch the changes that occur
the candidates. One of them explains, I was in the students during the process. For some
pleasantly surprised by the maturity and level students the mentoring process can be a life
of thinking during the presentations. They gave changing one. Above all, everyone has a great
me a lot of food for thought and I found myself deal of fun.
learning from their perspectives. TCS China strongly believes in investing
for the long-run and is deeply committed to
FUTURE TALENT developing Chinas young talent (teenagers and
The Go for IT programme was so well- graduates alike) and growing along with them.
received that Jianping High School suggested Reiterating this belief, Sujit Chatterjee, president,
establishing a long term alliance with TCS TCS China, concludes, We are deeply invested
China; a contract between the high school in Chinas future and we believe that we need
and TCS China has been signed. Due to the to start developing tomorrows leaders today.
overwhelmingly positive feedback, there are While we prepare these extremely talented
plans to extend this programme to other cities young people for an ever-changing, dynamic
where TCS China has a presence. future, they bring fresh insights, thoughts and
Lumin W, the TCS point of contact for this perspectives and we too, learn from them.
Skilling up
in Singapore
NatSteels upskilling initiatives
are tied to the Singapore
governments aim of building a
more competitive workforce
NatSteel has set up an academy to train its workforce
with the latest learning required in a competitive market
I
n a challenging economy, one way to stay
ahead of the curve is to invest in developing
the capabilities of people. And thats what and saves costs, since workers can be trained to
Singapore-based steel maker NatSteel do the work of foreigners who used to be hired
Holdings (NSH) is doing. for steel making.
NatSteel, a subsidiary of Tata Steel and part The companys talent development
of the $100 billion Tata group, understands that initiatives are helmed by a Centre of Expertise
giving its employees the knowledge and skills (COE) and the NatSteel Academy (NSA), both
needed to work in a high-tech environment is set up by the human resources department. The
critical it makes employees feel valued, pushes academy has already been recognised for its good
them to aim higher and boosts the companys work earning a certification as an on-the-
profitability. Upskilling and training is also a key job training (OJT) provider from Singapores
differentiator in attracting and retaining the best premier skilling institute, ITE. As part of our
staff. In NatSteels case, upskilling enhances safety OJT, we have senior, experienced workers taking
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juniors under their wings, consulting them the ITE. The NatSteel Academy also achieved a
regularly and guiding them in their work, says major milestone accreditation as an approved
Lucy Tan, chief HR officer, NatSteel. training organisation (ATO) to conduct in-house
NatSteels upskilling initiative is also training under the Workforce Development
part of a bigger picture, aligned as it is to the Agencys precision engineering Workforce Skill
Singapore governments thrust on skill building Qualification (WSQ) framework. The framework
across industries. A report in 2010 by the will provide a comprehensive skills upgrading
Economic Strategies Committee (which advises platform for most of NatSteels employees
the government on building capabilities for from the rank and file to supervisors.
growth), had recommended a national effort to Palani Baskar, a machine operator who
raise the skills and productivity of workers as has benefited from the in-house training says:
the only viable way to enhance competitiveness. The OJT modules I completed have taught me
In line with this objective, the Singapore a lot about the machines I am operating. Now, I
government identified certain industries such can do my work more effectively. NatSteel has
as manufacturing, construction, health care been recognised for the quality of its upskilling
and finance as key to supporting the growth of programmes, but it is not resting on its laurels.
important economic sectors. To make sure that academy trainers are abreast of
NatSteel arranges to deliver training in the latest developments in the industry, NatSteel
a number of ways. Apart from the in-house is having them attend the WDAs Workplace
NSA, workers get an opportunity to earn the Trainer Programmes. According to Joseph Yong,
best of national qualifications through the NSAs project sponsor and chief operating officer,
companys tie-ups with the Singapore Workforce sending trainers for training makes a lot of sense:
Development Agency (WDA), the Employment This helps us establish our talent base and
& Employability Institute (e2i), the Institute of knowledge management core, and places us in a
Adult Learning (IAL), NTUC Learning Hub, and stronger position to meet future challenges.
ITs raining
Varun Kapur, vice president and head of
Middle East and Africa at TCS explains: We
have introduced several skills development
S
ince skilling is a sustainable path to setting up two IT learning centres to support
empowerment, this is the route that Tata the education needs of adults and children.
Consultancy Services (TCS) has chosen The IT training centre, set up at Diepsloot in
to meet the aspirations of youth in South collaboration with nonprofit Change the World,
Africa. The companys skills development training seeks to train underprivileged youth and the
programme, dating back to 2011, focuses on unemployed. The company has also partnered
building strong employable skills. with the Department of Public Enterprise to
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Along with training in IT skills, TCS is also offering on-the job training to youth in South Africa
establish an IT learning centre at Eastern Cape. knowledge transition for more than 2,000 South
This centre is named after the late Oliver Tambo, African customer employees, who have been
a South African anti-apartheid politician and a trained in a wide range of IT skills, including
central figure in the African National Congress. applications and tools from Oracle, Microsoft,
Another TCS initiative, aimed at schoolchildren Solaris, PeopleSoft and Siebel. The subjects
in rural areas, seeks to create IT awareness. covered include mobile applications, business
The target is to touch about 100 children a year analysis, system architecture, system design and
through training. project management, among others. The training
Also on the agenda are plans to organise the has already covered more than 8,000 hours.
TCS IT Wiz, a quiz which has gained immense
popularity in India where it was first initiated. The TRUE COMMITMENT
quiz is now conducted in several international Going local is another of the companys
venues. This animation-based quiz initiative sustainability pillars, and one of its goals is to
will engage young children in South Africa to localise 80 percent of global deliveries. TCS has
encourage strategic and lateral thinking and take established service delivery and resource centres
learning beyond school walls. in Johannesburg to serve local customers; these
will be managed and staffed by South African
REACHING OUT TO YOUNGSTERS citizens. Going forward, the operations at the
The emphasis on skills development is core to delivery centre will be expanded to service
the TCS philosophy on giving back to society. international customers.
Mr Kapur says, TCS has made a commitment The local focus is one of the ways that
to South Africa, and we are passionate about TCS demonstrates its commitment to inclusive
empowering the local talent. We have, therefore, development. TCS is proud of being recognised
made training a core focus of our plan to as a level 2 contributor to the Broad Based Black
develop internal capability. Economic Empowerment (BBBEE), a South
The company has taken great pains to build African initiative to uplift underprivileged
its graduate development programme. This is members of society. The goal of BBBEE is to
a 50-day intensive course that covers software distribute wealth across a broad spectrum of
engineering concepts, quality management previously disadvantaged South African society.
systems, software tools and communication skills. TCS, one of the worlds biggest
TCS also offers specialised training to its brand names in the IT sector, is taking its
customers on niche skills. This initiative involves competencies and domain knowledge to a
on-the-job practical training with assigned new level by using IT to enable and empower
mentors who are subject matter experts. In local youth in South Africa and bring about a
the past few years, TCS has worked to ensure transformation in their lives.
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MARKETING
W
hat does tea have to do socio-economic-psychographic space one. Consumers are engaging and
with politics? Nothing. where companies interface with their co-creating brands and products.
And yet, one of Tata consumers, the relationship between In sync with the changing
Teas biggest marketing the two has changed, and therefore, customer connection, Tata
efforts this year was to encourage so has the marketing function. companies including service
Indias 49 percent voter base of There is, in fact, a dramatic companies such as IT giant Tata
women to step up and cast their difference in the way companies Consultancy Services (TCS)
vote. The Power of 49 campaigns interact with their customers today and hospitality major Taj Hotels
ambitious goal was to touch 100 they are not just talking to their Resorts and Palaces (Taj Group),
million women voters. The impact of customers, they are listening to FMCG behemoths such as Tata
the campaign was such that just one them, and even enlisting their active Global Beverages (TGB), and even
of the initiatives racked up as many participation in the creation of new consumer durables companies
as 50,000 calls per day from women, products. This shift in the marketing such as Titan and Tanishq have
with the campaign registering about paradigm has been powered by changed their marketing gameplan.
one and a half million women, who the digital medium that allows
spoke about womens issues. consumers and customers to do CONTENT IS KING
The Power of 49 campaign research on companies and products, Over at TCS, the name of the game
does not stand alone it is one source relevant information to make is content marketing. Global head
of a series of social and civil purchase decisions, and voice their of marketing John Lenzen says
governance campaigns that Tata opinions and choices across social that they work on the premise that
Tea has been promoting through its media channels. Sushant Dash, decision makers and potential
social platform Jaago Re (meaning global brand director at Tata Global customers will use the power of the
awaken). And it is a powerful Beverages (TGB), says that marketers web to research and understand the
example of how, somewhere in that like him now acknowledge that in company. The digital medium has
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PHOTOFEATURE
SYNERGY OF STYLE
Retail is much more than mere shopping. Many elements come together
in a retail store to tell the story of the brand, and to transform shopping into
an experience that is measured by customer delight. Sprawling floor plans,
well-designed interiors, the right kind of music and lighting, unique sets of
products, all make a huge difference.
The role of visual merchandising thus becomes very critical to the whole
journey, which helps to create the desired environment for the brand
through which it engages with the end consumer. At Westside stores, visual
merchandising has gained an international flavour in the last few years with
more trendy and energetic brands hitting the shelves.
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PHOTOFEATURE
STRIKING DISPLAYS
Westside follows a quarterly calendar
for its visual merchandising exercise
with display changes scheduled
for every month. Within the chosen
theme for the quarter, the collections
displayed in the windows, tables
and mannequins change once every
fortnight.
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PHOTOFEATURE
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PHOTOFEATURE
SHOWCASING BRANDS
Westside has several sub-brands in its fold. In
tune with the DNA of the brand and what the
brand stands for, the collection is put together
for each sub-brand at the end of every quarter.
7KHNH\SLHFHVIURPHDFKFROOHFWLRQWKDWQHHGWR
be highlighted are displayed in the focus areas
like window displays, mannequins and front
tables. For eg, Nuon is a very edgy and trendy
brand so the section is treated with a brickwall
background with dangling lights to give it an urban
loft-like feel. Other womens brands like Gia,
LOV, Wardrobe and Sassy Soda have a different
background according to the persona they convey.
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COMMUNITY
D
ishevelled and unkempt, like Malati, who are often on that are need based, contemporary
28-year-old Malati (name the streets because they have no and locally relevant. Incense is
changed) was found caregivers. Unlike others, Malati thus implemented as a partnership
wandering the streets of was slightly more fortunate she between Sangath, Parivartan, the
Pune with no recollection of how received timely help, both medical Regional Mental Hospital (RMH) at
she came there from her home and social, that helped her recover. Yerwada, Pune and the Lokopriya
hundreds of kilometres away in the Mental healthcare in India is Gopinath Bordoloi Regional Institute
state of Chhattisgarh. When Maher, riddled largely by inadequate medical of Mental Health in Tezpur, Assam.
a Pune-based nonprofit that works and professional services, most of The Tata Trusts have provided a grant
with destitute women, children and which is provided through an out of `30.38 million to Parivartan and
men found her, she was extremely of pocket payment based system `31.9 million to Sangath, to build
unwell with overt symptoms of in the private sector. Lack of access such effective intervention models
schizophrenia. With the support to treatments is a huge problem, for the mentally ill.
of Parivartan, a nonprofit that has compounded by ignorance, negative Parivartan, also hosts and is
worked in the area of mental health attitudes and social stigma, that often the hub for community based Jan
for several years, Maher arranged leads to discrimination, ill treatment Man Swasth Programme (JMSP)
for Malatis treatment and helped and violation of human rights. to address the mental health needs
rehabilitate her back into the There is also a need to examine of people with priority disorders
community. Today, Malati is much alternative methods of making like psychosis, depression, epilepsy,
better, works at a local mall, has mental hospitals more responsive problems due to alcohol abuse
been reunited with her family and to the needs of those suffering from and suicide prevention. There are
supports them financially through severe mental disorders. To reach currently six such sites where the
her earnings. out to people in need, Tata Trusts JMSP is being implemented by the
Indias urban and rural spaces have partnered with nonprofits like following partners Ashadeep
are filled with thousands of patients Parivartan and Sangath, who are and ANT in Assam, the Foundation
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COMMUNITY
A NETWORK OF SUPPORT
The JMS programmes aim is to
establish and evaluate a community-
based care system for those affected
by mental disorders. Tasneem Raja,
senior programme officer, health, at
the Tata Trust, explains the objective:
While we have funded several
mental health initiatives in the past, From top: At the primary health centre in Limb village, Satara, two women
we realised that much more work discuss their cases. Roopali Bhosale (standing) programme coordinator and
was needed. We wanted to create master trainer, Parivartan team, with three community health workers
something that would impact a
large number of people. The aim of system. At one of the sites in Satara have some form of mental disorder.
this intervention is not merely to district, Parivartan works with several The team has developed an
treat the disorder but to restore the Primary Health Centres (PHCs) in intervention package of community
person back to as much functionality integrating mental health services based psycho social rehabilitation
as possible, which means you must within the existing public health and they train doctors and
have livelihood and adult literacy system. On an average, one PHC in community health workers to help
linkages, along with other support. the district serves approximately 22 identify people with severe and
The intervention is hence based on villages with a total population of common mental disorders (like
a development context rather than around 46,000 people. Each PHC depression and anxiety) so that they
only a medical context. has only two medical officers who can get timely help and medical
The programme aims to alternatively visit the PHC every three intervention. The community
advocate and facilitate the systemic weeks. They work with nearly 40-60 health workers also organise health
integration of mental healthcare patients every day. On an average awareness talks in villages and make
services within the public healthcare they come across 3-4 people who home visits, as necessary. They
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COMMUNITY
also reach out to those suffering with three of the most vulnerable them on the importance of taking
from epilepsy and alcohol-related categories of people with severe regular medication, symptom
problems. mental disorders: long stay residents management, relapse management,
Sultana Mulani, a community of mental hospitals (those who have along with life skills such as handling
health worker who has been been in a mental hospital for more money, using a mobile phone, etc.
trained by Parivartan, explains than one year); homeless mentally We try to develop their livelihood
the challenges of the task: Earlier, ill persons and patients living in the skills through activities like making
people would not be forthcoming community who do not have access paper gift bags, handmade paper
if somebody in their family had to medical treatment and care. diaries and clay beads. These
a mental disorder. Many of them After an initial review of 669 creative activities may not bring in a
would chain or lock up the patient long stay patients, the Incense team significant income, but have a great
if there was no one at home to look at Pune identified 200 patients therapeutic benefit.
after him or her. But slowly this is who would receive comprehensive The team in Pune has also set up
changing. Because of our healthcare intervention. The teams effort has a separate long stay and transit ward
awareness programmes in the been to improve the quality of life of within the Yerwada mental hospital
villages and after seeing the benefits these people, many of whom have campus, with help from the hospital
of medical treatment, people are lost basic life skills because of their authorities. While the civil work for
seeking our help and intervention. isolation from the outside world. these wards was undertaken by the
The JMSP faces huge challenges Dr Dabholkar explains: We hospital, refurbishment was done
and obstacles, not the least of which have developed packages of care through the grant received from the
is social resistance. Making systemic which includes leisure and livelihood Tata Trusts.
changes is not an easy task. activities, psycho education, The long stay ward can
Yet, what keeps the teams farming, etc and started re-skilling accommodate around 60 patients
going are the success stories like those suffering from moderate who have been identified and will
that of Malati and the others, whose mental illnesses. We have been able soon be shifted there. Here they will
lives have changed for the better. to reach out to nearly 100 people be further skilled and trained for a
Eventually, JMSP will scale up these from both sites and have managed to livelihood based activity. Some of the
intervention programmes across rehabilitate them, either in their old patients will move to the transit ward
the country, every 100,000 people job or in a new job. a bright and cheerfully painted
per site. Shamika Bapat, a psychiatric room which is a preparatory
social worker from Parivartan who stage before they move out into the
PACKAGE OF CARE works on this project, adds, Once community. Even that will be done in
The Incense programme works the patients feel better, we educate stages, with the patients first moving
into a community home where
they will learn to lead independent
lives and later making the attempt
to reunite with their families and
integrate back into the community.
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Grandma learns
the letters
family and community. They were
Womens literacy centres of Tata Power Delhi rendered immobile due to illiteracy
Distribution have empowered more than 12,000 and needed escorts to step out of
their homes since bus numbers,
XPNFOUPMJWFXJUIEJHOJUZBOEDPOEFODFUIVT signboards on roads, destination
far, with more joining the ranks each day signs on buses, etc were just a jumble
of shapes for them. Keying in the
B
eena Rani sits amongst her of the companys corporate social numbers on a mobile phone was
grandchildren, not in her responsibility (CSR) activities, are a task which terrified them. Wily
role as a grandmother but as conducted by TPDDL employees grocery shopkeepers short-changed
a student. The trim 60-year- with commitment that goes beyond
old has learnt the letters and numbers mere volunteering or CSR.
thanks to the classes at Tata We dont see it just as a CSR
Power Delhi Distributions (TPDDL) programme or a literacy initiative, but
womens literacy centres (WLCs) a women empowerment project. We
and never loses a chance to practice drive this with as much passion, or
them. She completed her course at more, than we do our operations or
the WLC in Patrasar Colony jhuggi technology processes, avers Praveer
jhopdi (JJ) cluster or slum colony. Sinha, CEO and executive director,
The people living in the JJ TPDDL.
clusters are some of the poorest
of the poor in Delhi. The clusters A JUMBLE OF SHAPES
lack basic amenities such as sewage In 2006, when TPDDL conducted
lines, regular water supply, proper a need assessment study in JJ
paths, etc; however, they have clusters, womens literacy came
electricity provided by TPDDL. The up as the biggest need of the hour.
company supplies power to North Illiteracy added to the sufferings of
and North West Delhi. The 218 JJ women who were already subject
clusters in its area of operations are to chronic poverty and gender-
the focus of TPDDLs community based disadvantages. Women
activities. The literacy classes, a part lacked a voice and respect in their
86 Tata Review
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them of their hard-earned money. such as utilisation of the residence, distinction of enabling functional
Unable to sign, they put thumb electricity consumption, etc. literacy in 40-45 hours. An adult
impressions on documents. The education book developed by DVET,
companys WLCs have transformed BACK TO THE BLACKBOARD based on content by Jamia Millia
the lives of these women in more Each centre teaches women in University, is also a handy accessory
ways than one. TPDDL started with two groups of 15-20 each. The to enabling literacy. A small library
two centres in 2007; the number classes are for 1-1.5 hours daily, six with about 40-50 books is set up at
stands at 290 now, and is set to days a week, and the course is of each centre with a subscription to
increase to 500 in 2015-16. The six months duration. The centres a Hindi newspaper, which serve as
centres are run with support from operate from noon to 5pm. The follow-up support. The beneficiaries
three NGO partners Dhanpatmal beneficiaries, mostly domestic helps, come back at leisure to borrow
Virmani Education Trust (DVET, decide the time as per their personal books or read the newspaper after
251), Sahyog Care for You (28) and convenience after husbands go to completing their course.
Prayas (11) which are funded work, children go to school and they Instructors undergo a one-day
by the company and with whom it complete their chores. training programme, which is jointly
shares an integrated relationship. Learning the letters and numbers conducted by TPDDL and TCS at
TPDDL decides the JJ cluster becomes easy and interesting for the TPDDLs training centre, followed
where a WLC has to be set up and women with the Computer Based by monthly training sessions. TCS
then the NGO conducts a survey Functional Literacy (CBFL)program also supports the programme by
in the area and selects a lady with developed by Tata Consultancy providing recycled computers
education up to class 10 or 12 from Services (TCS). CBFL is an animated to each centre. Apart from basic
the community as the instructor. audiovisual software that provides training in operating computers
The class is held at the instructors basic knowledge of numerals, and CBFL, the teacher is trained on
residence, which is little more than alphabets and language in a lucid how to organise classes; identify,
an 8 x 8 feet room, accommodating and simple manner, and requires approach and convince women;
15-20 beneficiaries. The NGOs decide minimal intervention from the and persuade family members a
the remuneration based on factors teacher. CBFL has to its credit the difficult task in the male-dominated
Oblivious of their surroundings, mothers become attentive students as instructors go over their notebooks
and explain the letters on the audiovisual software
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No of literacy centres
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PERSPECTIVE
Playing it safe
For Tata companies across the globe, improving safety
standards at the workplace is assuming top priority
A
round ten years ago, Corus standards and then provided training
(rebranded as Tata Steel in 2010) programmes to cascade those standards down
adopted a policy of zero harm, through the company and build a culture of
aiming to prevent workplace safety. Tata Steel fundamentally changed
accidents altogether. Andrew Page, director of attitudes to safety, says Chris Rowles, director
health and safety for Tata Steel group, explains of learning solutions at Ashorne Hill. Safety
that, while legal and moral issues are highly is no longer something you have to do; it is
important, the company also thinks about now the first thing you consider. That culture
safety in a proactive, value-creating way. It changed right through the organisation.
is incredibly important to us that we operate
reliably, he says, and operating reliably SPREADING THE STANDARDS
means we are operating safely as well. The rest of the Tata group is determined
The company has now set the European to learn from Tata Steel and continually
benchmark where safety is concerned. Not improve safety standards right across the
just other steel companies but companies group. Mr Rowles and his team are working
from other sectors with hazardous working with Tata Quality Management Services
conditions are looking to learn from Tata (TQMS) in Pune to help disseminate the
Steel. zero-harm approach. They have already run
A key role in that success was played by programmes for the construction industry
Ashorne Hill, the Tata Steel trust established vertical, a cluster of five firms including
to provide education for employees of Tata Tata Housing, Tata Projects, Tata Realty and
Steel and, increasingly, of other businesses. Infrastructure, Voltas (the air-conditioner
Ashorne Hill helped to embed new safety and refrigerator maker) and Tata Consulting
Engineers. The construction industry in India
Morgen Witzel is an internationally known writer, lecturer is notorious for its high accident rates, and
and thinker on the problems of management. He is Tata is determined to continue to improve
the author of more than twenty books, including the
standards. Companies often adopt higher
bestsellers Tata: The Evolution of a Corporate Brand
and Doing Business in China. He is also a fellow of the safety standards to bid for work in Europe or
Centre for Leadership Studies at the University of Exeter the US, where excellent safety performance is
Business School, United Kingdom. essential to a successful bid.
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BOOKS
S
teve Jobs was passionate about before. His passion fuelled a new type
creativity and innovation, a of travel as well as the expansion of the
combination he parlayed into Tata empire.
Apple, which has designed Ratan Tata is passionate about what
revolutionary products. Mary Kay Ash, he believes in, Tata Sons executive
founder of Mary Kay Cosmetics, was director R Gopalakrishnan says. Where
passionate about cosmetics as a means previous leaders had outside interests,
of making women feel good about Ratan was more focused on doing
themselves. George Eastman, consumed what is best for the company. He was
with photography from a very young passionate about his work, reliant on his
age, founded Eastman Kodak Company. capable staff, few of his decisions ever
Jamsetji Tata was also passionate, but required more than forty-eight hours to
his passion stemmed from a deep desire make.
to change his part of the world. It was his Cyrus Mistry is also passionate and
lifes mission. has begun making hard decisions about
Unlike most entrepreneurs, Jamsetji how to improve performance of some of
started a business as a way to make the Tata units.
other things possible, not because Entrepreneurs who are passionate
he was particularly inspired by cotton about what they invest their time in
or textiles. He was passionate about stand out. Their enthusiasm for their
excellence, however, which he applied to work is evident in how they walk,
every aspect of his life. how they talk, the expressions they
It was passion that drove him to use, and how engaged they are with
build the best business others. Their enthusiasm
possible, providing the best is contagious, even when
care and opportunities for they are discussing subjects
employees and generating unrelated to their business.
the most revenue possible They have about them an air
qTKSHL@SDKXSNADMDSSGD NEBNMCDMBD@MCONRHSHUD
surrounding community. energy.
The same level of It is clear that the leaders
passion was also evident of Tata were passionate about
in JRD Tata, who found their work not how they
a way to merge his love made money, but how they
NEXHMFVHSGGHRE@LHKXlR used the money they made to
Author: Peter Casey
growing enterprise. serve those around them.
Founding an airline that Publisher: Penguin Stories continue to
Group, 2014
provided a mail service and circulate about how Jamsetji
Pages: 230
then a passenger service Tata approached experts to
connected India in a way Price: `599 ask for their help in bringing
that had not been possible about major changes in India.
92 Tata Review
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BOOKS
One such anecdote involves Charles and I will foot the bill. Will you come to
Page Perin, an American metallurgical India with me?
engineer tapped by Jamsetji to help k(V@RCTLAENTMCDCM@STQ@KKXl
build a steel plant in India. In describing /DQHM@CLHSR
k!TSXNTCNMlSJMNVVG@S
SGDHQQRSLDDSHMF/DQHMQDB@KKDCk(V@R character and force radiated from Tatas
ONQHMFNUDQRNLD@BBNTMSRHMSGDNEBD face. And kindliness, too. Well, I said,
when the door opened and a stranger yes, Id go. And I did.
in a strange garb entered. He walked in, Jamsetji had that effect on people.
leaned over my desk and looked at me His passion for his lifes work radiated
fully a minute in silence. from him, drawing others in support of his
Finally, he said in a deep voice, Are work.
you Charles Page Perin? I said, Yes. Much the same can be said of the
He stared at me again silently for a long Tata leaders who succeeded him. Thier
time, and then slowly he said, I believe I personal commitment to their work
have found the man I have been looking attracted others who supported their
for. I want you to come to India with me, altruism and philosophy. Who, after all,
SNMCRTHS@AKDHQNMNQD@MCBNJHMFBN@K could argue with a man who wanted
@MCMDBDRR@QXTWDR
,Q*DMMDCXVHKK only what was best for his nation and its
build the steel plant wherever you advise people?
T
he Tata-CK romance started when consumer products, automobiles, living
CK caught the Tatas attention accommodation, etc. And that only
when he estimated Indias market competition would drive industry. There
size at 600 million, larger than was a great deal of opposition for letting
that of China; which made him wonder that happen because people wanted to
why Indian business houses were making continue protectionism.
such a big fuss about threat from foreign Its interesting that the timing of the
competition. There was enough for CEO Forums in Mumbai from 2000 to
everyone if right products at right prices 2009 and the Tata groups aggressive
were offered in the domestic market itself. global acquisitions were around the same
Ratan Tata said he was highly inspired period. In a way, the forum inspired many
by his view. He remembers another of Tata senior executives to stay on the
CKs statements that got him thinking path of massive global expansion. The
The world is your market, why limit your ENQTL@BSDCKHJD@kRBGNNKENQSGHMJHMF@MC
imagination only to India? acting big on the back of which Chairman
Mr Tata insists he was one of the Ratan Tata launched what seemed like
few who welcomed foreign competition outrageously ambitious global acquisition
at all times and was not a party to the plans Tetley in 2000, Daewoo Motors
!NLA@X"KTAlRCDL@MCRENQ@KDUDK commercial vehicle business in 2004,
OK@XHMFDKC
'DR@HCm(@KV@XREDKSSG@S Corus Steel in 2006 and Jaguar Land
the Indian customer needed to choose Rover in 2008.
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BOOKS
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