1500,000,000:100,000,000:150 - Editing the Customer-Centricity Gene for the Next Century: Secrets of an emerging market giant – An inside view of the customer-centric transformation at the Tata Group, India’s largest corporation

Adrian Terron and Kavita Mahto

Tata Group, an Indian corporation, created an adaptable framework that focuses on re-engineering the customer centricity code to reimagine its customer focus in India.

Introduction: Decoding the immortality gene for business

Through all the epochs of trade and commerce, organizations have obsessed over the subject of longevity. The rarity of an extended lifespan in the world of business places a premium on it and has made it a topic of eternal fascination. At a significant scale, only 40 organizations have existed with their original identity intact for over 100 years.1' Yet, definitive answers elude many ambitious brands because conceptual models are often at odds with the disruptive forces governing society, politics, technology and commerce.

For the enterprises that have managed to survive,...

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