TATA LOG BY HARISH BHAT
TATA LOG – is a select set of Eight Modern Stories by HARISH BHAT from a timeless Institution- TATA. Harish Bhat is a batch mate from IIMA- the batch of ’87. I never had heard of his book. So picking this thick hardbound book at Airport had much to do about brotherhood then the interest in the content. Surely the Foreward by R. Gopalkrishnan and cover quotes by N.R.Narayan Murthy, Gurchanarn Das and Santosh Desai made me pick the book.
TATA has always been about transparency in Business and about setting new benchmarks. In fact the TRUST with TATA is a given and is always talked about. The common people and the Tata steel line- WE ALSO MAKE STEEL- is one of the most quoted and well understood line in Indian advertising.
The book is able to place in right context and with a real ease of narration the examples of determination, forward thinking, human trust, business acumen and transparency that has helped TATA to further enhance Brand Equity. The Brands and stories that are covered in the book are TATA INDICA- the first real Indian Car, TANISHQ- where Consumer understanding and understanding helped reshape and redefine the brand, Tat Finance- that faced a hard time and yet could stand by the Brand’s philosophy. Harish in his writing at times been over positive towards the brand and seem patronising maybe that’s self belief. But must say that Harish has been open and candid even in the stories where the brand has been weak in its approach or shaky in its approach. .
One of the most enterprising story that demonstrates the brands commitments is ‘SECOND CAREER’ where women who have stepped out of the corporate life due to their family commitments get a chance to restart their career once again, Personally I find the story of making of EKA- the super computer as the one that is hugely motivating and places the Brand resilience toward excellence in the right perspective. It has all the dram of a blockbuster and was successful due to the people behind the project along with their clear approach to the objective. Failure there was never an answer. Tata Steel winning the famed Deming prize is yet another milestone but nothing been more inspiring to me than the ‘Second Career’ and ‘EKA’.
These are stories by an employee- who is many of the cases been observer of the process- or have got the account directly from the people who were at the core of it. More so many of the events that unfold are well described and details about them are in public domain. This makes the stories that more interesting.
To sit down one day- and in a relaxed environment- just slowly take yourself through the journey of these brands. DO READ- RECOMMENDED.
TATA LOG- by –HARISH BHAT- INR 599 ( Flipkart 310) Pages 200. Penguin books.
