Tata: The making of India's greatest corporate brand

Over 140 years old, the group has 28 publicly-listed companies under their umbrella and operates in over 80 countries.

But how did the Tata brand emerge? What is it all about? And how do people around the world see the company?

These were questions that Morgen Witzel, an honorary senior fellow at the University of Exeter Business School and a senior consultant with the Winthrop Group of business historians, set out to answer in his just-released Tata - The Evolution of a Corporate Brand.

In an interview to R Rajesh Kumar, the author talks of the great Tata leaders - Jamsetji, JRD and Ratan Tata - the essence of Tata-ness and the challenges that lie ahead for this iconic brand. Read on...

Image: The 'Sharing' ad campaign that illustrated how the group has supported many education and welfare projects

Images Courtesy: Tata Group

Also see: Brands that built India