From steel to beverages and from supercomputers to automobiles, TATA companies have broken new ground and set new standards of excellence over the past two decades. Written by a TATA insider, TATAlog presents the hitherto untold stories about the strategic and operational challenges that TATA companies have faced, and the forward thinking and determination that have raised the brand to new heights. This is one of the eight riveting and inspiring stories from TATAlog that reveals the DNA of every TATA enterprise. Be sure to check out the other seven: *Tata Indica *Okhamandal *Tata Finance *Tanishq *The EKA Supercomputer *Tata Tetley *Tata Steel.