Credited with creating India's top most brand, Ratan Tata -- search for whose successor is on now -- had to fight hard in the 1980s to create a brand for Tatas and keep the companies from being run as 'fiefdoms'.
"We did not have a brand... We identified our brand in 15 or 20 different ways, each company doing its own thing," Tata Group Chairman Ratan Tata was quoted in a book, Tata: The Evolution of Corporate Brand.
Tata, who has led the group to global heights, had to fight a hard battle from the times when he was waiting in the wings to take charge of the conglomerate.
After he took the reins of the group in 1991 amid stiff resistance from within, his task was to stop the breaking down of systems established by his predecessor J R D Tata.
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