Our Brand Our Identity

G

TATA

TATA CAPITAL

We only do what's right for you

IMPORTANCE OFABRAND

The human mind is automatically programmed towards associating qualities and taking decisions based on known symbols or names. For example, the association that forms in our minds upon seeing the Swastik is 'auspicious'. On similar lines, we associate 'authority' with the Ashoka capital, 'happiness' and 'celebration' with an earthen lamp (diya), and so on.

A brand is a 'unique identifier' that helps people associate certain values, attributes and expectations with a product or service. The presence or absence of a brand can affect the choices people make, and the reason for these choices.

Imagine entering a store and having to choose from a wide range of clothes on display. The catch in this case, however, is that none of the clothes are branded with the manufacturer's logo. The decision making here, would become complex as we would not have any difference in our perception of the quality of the clothes, functional or emotional.

THE BRAND MAKES THE DIFFERENCE

The presence of a brand tells us or lets us imagine how good or bad the product is likely to be. It alters the way we perceive the product and whether we ultimately decide to buy it. Based on our perception of the brand, we feel the desire to own it, the aspiration to let others see us with it and it makes it easier for us to filter out countless generic items.

Once a customer likes a brand, his relationship becomes stickier and the proclivity towards repeat purchases increases manifold.

To sum it up, a good brand gives new and existing customers the reason to buy!

THETATAS

The Tatas are the largest private corporate group in India and one of the most respected conglomerates in the world. The 'TATA' name is one of the strongest and most widely known brands in the country, having been respected for more than 140 years for adherence to strong values and business ethics.

The Tata brand has been valued at $9.92 billion, and ranked 51st among the world's Top 1 00 brands in the year 2008 by Brand Finance, a UK based consultancy firm. Recently, the Reputation Institute, USA, rated it 11th on its list of the world's most reputed companies!

Firmly anchored in India, and wedded to ethical values and integrity, Tata companies are building multinational brands that aim to achieve growth through excellence and innovation, while balancing the interests of their shareholders, employees and the society.

Developing

A Brand Strategy For Tata Capital

Entering a market-place full of competitors and finding a voice that is heard is a challenge for any company in today's business climate. All communication media, whether magazines, newspapers, television or the internet, are full of promises and offers from some brand or the other!

I n such a scenario, the creation of a relevant and distinct brand strategy and its effective execution is needed to help increase the awareness of a company and establish a favorable perception towards it.

The development of Tata Capital's brand strategy began in September 2007. Guided by three core beliefs, which are equally valid in the current market environment, we began defining 'Tata Capital'.

These core beliefs were:

(i) A strong will to create a new paradigm in the financial services industry

(ii) A resolve to create ethical, long-term shareholder and stakeholder value, while fulfilling our social responsibility

(iii) A passion to truly understand and reflect the needs ofthe customers

To do justice to all these beliefs, we decided to make the customer the center of our world and view the offerings from his expectations. We decided to make sure that in all that we set out to do; we never lose sight of this center - of doing the right thing for our customer. Thus shaping our promise to the worldWe only do what's right for you or Karein Wahi Jo Aapke Liye Sahi.

THE BRAND IDENTITY

BRAND COLOURS

Colours are an important part of a brand identity. They have a significant impact on a person's emotions and consequent associations with a brand. Tata Capital uses two primary colours as part of its identity - the Tata Blue and a refreshing Lime.

The blue colour adds from the existing brand heritage of the Tatas and connotes solidity and reassurance.

The colour lime is vibrant and highly distinctive within the industry. It also connotes sustainability and environmental friendliness, and balances the blue with a fresh tone.

BRAND IMAGERY

In today's interconnected information era, we have moved from a text-based society to a visual-based society. This visual aspect is the most discernable component of a brand and is a part of everything, from advertising to retail, and online to offline. It help create a unique mind-space among customers.

In continuation with Tata Capital's warm and sincere brand tonality, the brand's imagery draws from the world of kids. The world of kids is distinctive in the financial services industry, and embodies the brand promise of We only do what's right for you.

BRAND TEMPLATE

Takingfrom the brand promise, the brand template of Tata capital comprises one clear element - the right-angle The right -angle represents our promise of doing the right thing and taking the right approach.

The sharp and angular inner corner ofthe right-angle represents our firm approach to ethical conduct and integrity. The soft and curved outer corner of the right-angle is also indicative of the humane qualities of

the brand Tata Capital.

BRAND TONALITY

The tone of voice ofTata Capital encapsulates two important attributes on which the brand promise of we only do what's rightforyou stands - Genuine care and Financial Expertise. The tone used while talking to the world is honest, direct, warm and professional.

LIVING THE BRAND

Building a distinctive brand is at the heart of long-term relationships between a company and its customers. Yet, with countless brands in every category, few truly stand out in the customer's mind. Very few brands live their customer promise internally so that it can be experienced by its customers externally. It is these few brands that conquer the hearts and minds of customers, and go on to become legends.

A critical element in becoming a legend, is for a company to live the brand, and be true to its customer promise. And the most important element in bringing the brand promise alive is the company's employees - all of us!

We form the critical link between our company and our customers.

While the brand promise is announced to the world via communication, the customers form their impression about the company based on their experience with its employees. All of us, as individual custodians of the brand, must actively deliver the unique brand promise every day, all day.

BRAND CHARTER

Thoughts to words to action! To elucidate the Tata Capital promise of we only do what's right for you, and to help you understand how one must behave on an everyday basis to ensure that the brand promise is delivered, we have translated it into our brand charter. The charter, given in the coming page, is followed by real life stories, where the values and virtues mentioned in the charter have been demonstrated.

WECHOOSE

We choose to put our customers' interest above ours, and fulfill their needs first. We choose to use our expertise to get the best results for our customers.

We choose to innovate and come up with new ways to fulfill our

customers' needs.

We choose to make promises we can keep, and keep the ones that we have made. We choose to believe that we enrich our customers, and not just make them rich. We choose to be humble and courteous with everyone who walks through

our doors.

We choose to respect our customers and colleagues, and in turn gain their respect.

We choose to earn our stakeholders' trust and not just expect it.

We choose to let not just our expertise, but also our conscience lead us. We believe our choices make us who we are.

So we choose to do only what is right.

And nothing less.

An Unforgettable Present

WE CHOOSE

TO PUT OUR CUSTOMER'S INTEREST ABOVE OURS, AND FULFILL THEIR NEEDS FIRST.

On the day before Christmas,

Joe Norman woke up with the sudden, sinking realization that the Playstation 3 he had bought online from Amazon for his son had not yet arrived. His son was eagerly looking forward to this gift.

Nonetheless, Joe called up the company and explained what had happened. To his surprise, the customer care representative not only heard him out, but after making sure that he had actually not received it, immediately sent him a replacement without charging him for it.

On tracking the package with the company, he realized that it had been shipped, delivered and signed for - it just did not land up in his hands. The gift had been stolen by someone posing as him - for which he could hardly blame the company.

It was indeed a Merry Christmas for the Norman family thanks to Amazon.

Amazon's founder and CEO, Jeff Bezos, believes that if you do something good for one customer, they will tell a hundred others about it. At Tata Capital, we aim to always put our customers' interest above ours, thus giving them a reason to smile.

The Leg That Lived

WE CHOOSE

The experimenter, Pandit Ram Chandra Sharma, fondly named Masterji, was a restless man, prone to looking around for problems to solve and things to make. Once, in the 1960s, he was invited to teach art as therapy to polio victims. There he came across amputees being fitted with imported and expensive, yet impractical, artificial limbs.

TO USE OUR EXPERTISE TO GET THE BEST RESULTS FOR OUR CUSTOMERS.

Moved by this pitiful sight, Masterji thought of making an artificial limb,

,

which would be more practical and less expensive. It was then, that he created a foot made ofvulcanized rubber, hinged to a wooden limb. The Jaipur Foot was born.

The ease and speed offabrication, lightness in weight, low cost and suitability for working people made it a huge success. Wearing it, one could work in the fields, run, pedal a bicycle, squat on the floor or even climb a tree. Unlike imported cosmetic prosthesis, the Jaipur Foot is a limb that is suited for Indian use .

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Similar to fvlasterji, we, at Tata Capital, aspire to use our expertise to provide solutions and options to our customers that give them the best results.

WE CHOOSE

TO INNOVATE AND COME UP WITH NEW WAYS TO FULFILL OUR CUSTOMERS' NEEDS.

Tailor Made

About a hundred years ago, a man arrived in San Francisco with bundles of cloth to manufacture tents for miners in the gold rush. To his dismay, he found that the miners already had enough tents and there was no demand for more.

However, he noticed that there was a dearth of pants that were strong enough to survive the tough conditions the miners worked in. He thought of making trousers from the tent cloth he had, using tent rivets on the pockets to hold the trousers together.

This man was Levi Strauss. And the trousers were the famous Levi's jeans.

The popularity of his jeans grew to such an extent that during World War II, the government declared them an essential commodity, and sales were restricted only to defence workers. Demand and prices skyrocketed!

What were originally designed as trousers for miners, gained the irresistible aura of romance and adventure and became an essential accessory in Western movies. An innovation that was loved and desired by the whole world.

Levi Strauss believed that an expert should have all the answers and needs to be innovative to find them. Focus on innovation can help us create and offer newer solutions to fulfill our customers' needs.

A Dream On Four Wheels

When Tata Motors Chairman,

Mr. Ratan Tata, saw a family offour traveling on a two-wheeler, the thought of introducing a mass affordable car came to him. He was so moved by their discomfort and the risk to their safety that he made a promise of to create the world's least expensive car - the Tata Nano.

WE CHOOSE

TO MAKE PROMISES WECAN KEEP, AND KEEP THE ONES THAT WE HAVE MADE.

After extensive research and ground work, Tata Motors initiated this project at Singur by setting up their first manufacturing plant. Unfortunately, the project of giving millions their dream car was confronted with several hurdles that made it extremely difficult for them to function at Singur and they moved the plant to Sanand in the Ahmedabad district.

Rising inflation and countless other challenges notwithstanding, the first Tata Nano rolled out of the manufacturing plant in early 2009. What's more, Mr. Ratan Tata finally kept his promise of pricing the car at Rs.llakh.

Mr. Ratan Tata on the eve of the unveiling of the Tata Nano commented that '~promise is a promise". At Tata Capital, we aim to display a similar level of commitment and resolve for all the promises we make.

WE CHOOSE

TO BELIEVE THAT

WE ENRICH OUR CUSTOMERS, AND NOT JUST

MAKE THEM RICH.

The White Revolution

Over four decades ago, the life of a farmer in the Kaira district was much like that of his counterparts anywhere else in India. His income was derived almost entirely from seasonal crops and the income from milk bearing buffaloes was undependable. The distribution system for milk was controlled by private traders and middlemen, and as milk is perishable, the farmers were compelled to sell it for whatever price they were offered. Often, they had to sell cream and ghee at throw-away prices.

Gradually, the realization dawned on the farmers that this exploitation could end only if they marketed the milk themselves. This realization led to the establishment of the Kaira District Cooperative Milk Producers' Union Limited (popularly known as Amul), which was formally registered on December 14, 1946.

The Union began pasteurizing milk for the Bombay Milk Scheme in June 1948. An assured market proved a great incentive to the milk producers of the district. By the end of 1948, more than 400 farmers hadjoined in and the quantity of milk handled by the Union increased from 250 to 5,000 liters a day.

Since then, besides developing into a highly successful corporate entity, the Union has continuously been contributing towards various desirable social changes, such as yearly elections of the management committee, exposure to various modern technologies, creatingjobs, etc. Besides helping the people liberate themselves from the hold of poverty, it is also helping elevate their social status.

The architect of the White Revolution, Dr. Kurien, believed that enrichment should not be limited to financial riches. People need a partner with them to ensure that their lives are enriched as well.

WE CHOOSE

TO BE HUMBLE AND COURTEOUS

WITH EVERYONE WHO WALKS THROUGH OUR DOORS.

The Flight to Loyalty

Mr. Castro and his wife were traveling on Philippine Airlines and were seated in the new Business Class section of the plane. Just before take-off, they decided to try out the features of the high-tech seats.

To their surprise, their seats would not recline!

The flight attendants tried to help out, but it seemed the seats were stuck. The plane was ready to take off and the Castros were faced with the prospect of an uncomfortable flight ahead.

The Castros politely but firmly told the flight purser that they wanted to be reseated. The purser checked the seating list but told the couple there were no other available seats. The Castros said that rather than endure a 12-hour flight sitting up straight, they would rather just disembark.

The purser was in a dilemma, because passengers disembarking could easily cause a delay of one hour. Stuck in an aircraft, the rest of the passengers were going to be very irritated.

The purser then asked Mrs. Castro if she was willing to take the one empty seat on Row 1, probably one of the best two seats on the plane. The seat beside it was occupied, however.

"No, I want to be seated beside my husband, orwe both disembark," she said, not willing to leave her husband on the immovable seat.

The purser was left with one last choice. He then approached the passenger on sitting in Row 1 and respectfully whispered something to him. The passenger stood up and walked to the Castros with a very apologetic look on his face.

The purser then told the Castros, "Mr. Lucio Tan will give up his seat for you."

By this time, the Castros had recognized the Philippine Airlines chairman, Mr. Lucio Tan. They were stunned by his gesture, and by the expression on his face, which seemed to be more apologetic than annoyed.

Keeping with Philippine Airlines' promise "With us, you're always No. 7': Mr. Tan offered his seat; and instead of inconveniencing all 400 passengers on the flight, he opted to inconvenience himself He displayed the same humility and courtesy towards his passengers as he would expect from any of his staff.

WE CHOOSE

TO RESPECT OUR CUSTOMERS AND COLLEAGUES,

AND IN TURN GAIN THEIR RESPECT.

The Weight Of Wait

A person at downtown Toronto ordered a tea and an oat brownie at Starbucks. The brownie was delivered instantly, but the tea would take time to prepare. So he walked over to the delivery end of the cafe and waited.

To his surprise, the customers who came in after him were being served and his tea had apparently been forgotten. He walked back to the cashier and spoke to the barista who had taken his order. The barista realized immediately that

he had forgotten the order. He reacted quickly and gave the customer his tea. Along with it, he also handed him a card with an apology for the inconvenience he had gone through and an invitation for an on-the-house beverage the next time he visited the outlet. The customer walked away impressed with the company's approach to his discomfort and their respect for his time.

Starbucks CEO Howard Schultz believes that people's experience at Starbucks was going to determine the success and respect of the brand. A business can rise above the rest and go from being average to good, or even great, only when its customers respects it for what it is.

Worthy Gold

The year was 1924 and Sir Dorabji Tata had just inherited the steel plant his father had set up. But the global scenario at the time was not conducive to the growth of a steel plant. The company's largest pig iron customer was the country Japan, which had been hit by an earthquake, causing steel prices to tumble. The spiraling costs, along with transport and labour difficulties in the West, only added to the troubles faced by the company. The situation worsened, and soon the company did not have enough funds to pay salary to the workers.

WE CHOOSE

TO EARN OUR STAKEHOLDERS' TRUST AND NOT JUST EXPECT IT.

Undeterred and focused, Sir Dorabji, went to the Imperial Bank of India and pledged his entire personal fortune, including his wife Meherbai's personal jewellery, to obtain a loan to pay his workers.

His belief in upholding the trust placed in him by the stakeholders saw the company not only recover from the downfall it had suffered, but go on to become one of the world leaders in steel manufacturing.

Sir Dorabji believed in placing the care and trust of stakeholders above all the other concerns of a company. And at Tata Capital, earning our customers' trust by demonstration rather thanjust expecting it gives us greater satisfaction.

Making

The World Smile

WE CHOOSE

The Bill and Melinda Gates Foundation is the largest private foundation in the world and had an endowment of about US$ 33.5 billion as of December 2009. It aims to enhance healthcare and reduce extreme poverty, across the globe, and supports work in more than 100 countries and in all states of the us.

TO LET NOT JUST

OUR EXPERTISE, BUT ALSO OUR CONSCIENCE LEAD US.

Bill Gates founded the Microsoft Corporation in the year 1975 and went on to become one of the wealthiest persons in the world. However, besides his acumen that helped transform the IT industry, his

contribution in the field of philanthropy has been more than noteworthy.

By applying techniques used in corporate business to make decisions on donations, he has made the foundation one of the most generous ones in the world.

Bill Gates is as much driven by his expertise in the Information Technology arena as by the voice of his conscience. At Tata Capital, we respect this balance and wish to emulate this approach, thus contributing to the society we live in both from the heart and the mind.

The Ticket To Truth

WE BELIEVE

John was a very happy man. He had finally got some time offfrom work and was all set to take his son to the amusement park.

The man at the counter said. "Read that sign board. Children below 3 can go in with half tickets. Why don't you take a half ticket? Noonewill know the difference" and smiled.

On reachingtheticketcounter, he asked for two full tickets. The man at the counter glanced at his child and asked, "How old is your son?" John smiled and said "Hejust turned 3 yesterday."

OUR CHOICES MAKE US WHO WE ARE.

John answered, "But my son will!"

The choices we make, define us as a company. We place the highest importance on making the right choices everyday, to ensure that we do the best for the customers and the company.

We choose to

only do what is right. And nothing less.

As a part of one of the most respected business organizations, the Tatas, we, at Tata Capital, follow the righteous path of putting people before profits. Hence, we fulfill our consumers' needs first by putting their interest above ours. We also choose to use our expertise to get the best results for our customers.

We believe that innovation is the only way of life, and so we try to come up with new innovations for our customers. In short, we choose to do only what's right for our customers, and nothing else.

TATA CAPITAL

We only do what's right for you