There was a time when Indian brands were humiliated and especially Made in India products never had proper market or value. When Ratan Tata made an Indica car, and it was not working in business, he approached Ford, which was popular back then. Ford humiliated him, saying when you can't make proper cars, why enter this market? Ratan Tata took these comments personally and worked extremely hard, which brought success for Indica cars across India.
Jaguar and Land Rover are going through a crisis and have great brand value, but sales and company growth was always fluctuating. These brands bought by Ford are popular but burden was increased and focus shifted on new brands, which deeply impacted Ford's core business model. Finally, Ford couldn't manage Jaguar and Land Rover which made them sell the brands.
Ratan Tata wanted his brand to increase in the USA and Canada. So he wanted to buy a foreign brand. Starting a business from scratch would consume a lot of time, energy, cost, and it was a difficult task too. After seeing Jaguar and Land Rover, Ratan Tata acquired the brand by taking revenge for their past humiliations. This deal made the whole world shake, it became a big deal and went viral across the globe. This is how Jaguar and Land Rover became Indian brands.
The real reasons behind Ratan Tata’s buying of this big giant brands are that it has great potential and huge brand value across the world. There is no need to market the products from scratch. The research and development of both giants can be used for TATA products also. It would also save the manufacturing costs and workforce. These two brands would be giving great opportunities, so Tata decided to buy them. Once he acquired the brands, the business went into a loss during the economic crisis in 2008, which made the business sales go down. Ratan Tata had a business he thought was profitable but it turned into a loss.
The strategies he used to make Jaguar and Land Rover profitable again.
Gaining the trust of employees and offering them proper incentives. Removed employees who lacked potential, focused on cost-cutting. Payment of wealth freezes until work or targets have not been reached out. Expanded in China, Europe and Russia which had zero presence before. Brought to 32% manpower for management and operations. Launched new features and improved the quality of services. All these strategies made Jaguar and Land Rover gain up to 3 times more growth than before. The story began with humiliation and later turned out to be one of the top brands in India, only because of Ratan Tata.
