Ratan Tata’s Legacy: How He Turned Tata into a Household Name Across Industries

For many in the older generation, the Tata name first appeared on trucks. However, in 1983, the brand entered homes with Tata Salt, the first national iodised salt in India. Launched by Ratan Tata, this marked a significant step in the Tata Group’s expansion into consumer goods, creating a lasting association where “Tata namak” became a staple in households.

The introduction of Tata Salt was part of Ratan Tata’s broader vision to build the Tata brand. Two years earlier, in 1981, he had become chairman of Tata Industries, transforming it into a strategic powerhouse. By 1991, when he was appointed chairman of Tata Sons, the brand expanded aggressively into the automotive sector with the launch of iconic vehicles like the Tata Sierra, Sumo, Safari, and India’s first fully indigenous passenger car, the Tata Indica.

These product launches were more than just new vehicles; they symbolized Tata’s ambition to solidify its presence across various industries. The trend, which began in 1954 with the launch of the first commercial vehicle (TMB 312 truck), only accelerated as Tata diversified further. Tanishq, launched in 1994, added jewellery to Tata’s portfolio.

Under Ratan Tata’s leadership, the group also went global, acquiring international brands like Tetley, Daewoo Motors, and Jaguar Land Rover. These acquisitions significantly boosted Tata’s global footprint, positioning it as a prominent international brand.

In 1996, Ratan Tata introduced the brand subscription scheme, which required Tata companies to pay a percentage of their revenues or profits for using the Tata name. This led to a surge in Tata Sons’ income, growing from ₹98.35 crore in 1991 to ₹4,476.67 crore by 2008.

Today, Tata Sons continues to see remarkable growth. In the fiscal year 2023-24, it reported revenues of ₹43,893 crore, with brand subscription income at ₹1,830.52 crore, compared to ₹1,007.96 crore in the previous year.

According to Brand Finance, the Tata Group holds a brand value of $28.6 billion, maintaining its position as India’s most valuable brand. Meanwhile, the Taj hotel brand, part of the group, has been named India’s strongest brand for the fourth consecutive year.