Designed To Win: The Tata Elxsi Story

Tata Elxsi may not be the first name that comes to mind when you think of the Tata Group, yet it stands as the highest-valued Tata company today, revolutionizing electric vehicles through cutting-edge solutions in electric energy and embedded product design. Beyond the automotive sector, Tata Elxsi empowers broadcast and communication companies with innovative set-top boxes, app frameworks, and cloud services for Smart TV and OTT platforms. With a prestigious client list that includes Ford, Jaguar Land Rover, Nissan, Mahindra, Motorola, Comcast, Echostar, and Panasonic, Tata Elxsi has transformed from a debt-ridden company on the brink of bankruptcy into a global leader delivering consistent growth. What drives this success? How did it reinvent itself to benefit shareholders, investors, and consumers alike? This book explores Tata Elxsi’s remarkable journey, offering lessons in entrepreneurship, sales, marketing, strategy, and management for readers seeking inspiration from one of India’s most dynamic companies. Authored by Devarajan (Dev), founder of Transmation Consulting and an influential figure in the technology sector, the book draws on his extensive experience as an independent director on boards of leading companies, including Tata Play, Prime Focus, and Quess Corp.