Before she came in, the Tata group had over 14 public relations agencies without any clear direction from the top.
Tata now consolidated the work and gave it to Radia.
This was also the time when he was looking at consolidating the group's identity with a common logo and began to go global with a string of high-ticket acquisitions (Tetley, the trucks business of Daewoo, Corus and Jaguar & Land Rover).
Just six months into the job, Radia was called to douse the fires caused by the ouster of Tata Finance managing director Dilip Pendse - considered close to Tata - for alleged misappropriation of funds.
It was while handling the telecom business of Tata that she realised the importance of building bridges with the government and the bureaucracy, say insiders.
The Tata group had a public spat with late Pramod Mahajan, the telecom minister from 2001 to 2003, when he attacked VSNL (which the Tata group had bought from the government) for bankrolling the expansion of Tata Teleservices.
Radia played a key role in convincing Mahajan that there was synergy amongst the two companies as Tata Teleservices' international telephony would be handled by VSNL. Mahajan cleared the investment.
So much did Tata come to trust her that she personally delivered his handwritten letter to DMK supremo M Karunanidhi in which he made a case for Raja's reinstatement in 2009!
Pradeep Baijal, a former chairman of the Telecom Regulatory Authority of India and her partner in Noesis, introduced Radia to Mukesh Ambani, insiders say.
Radia not only managed to get the Reliance Industries account but also set up a new company (Nucom) for it; she put together a 40-member team in no time and in three weeks prepared a clear strategy on how to handle the battle with Anil Ambani over gas from the Reliance Industries fields in the Krishna-Godavari basin.