TBLA 2018
#SYNERGY
S T RO N G E R TO G E T H E R
CREATING SEAMLESS SYNERGIES
WITHIN THE TATA GROUP
THE CONTEXT
Tata group has the most diversied portfolio of consumer
brands in India covering a wide range of categories from
groceries to apparel, appliances to automobiles, watches to
jewellery, consumer nance to insurance and many more.
The Tata group is the largest private sector employer in India
with 580,000 employees as on March 2018. Combining the
extended family of these employees and their close friends,
the Tata Employees, Family and Friends ecosystem is
estimated at 3.3 million households.
These households cumulatively spend about INR 34,000
crore per annum on the categories with Tata presence -
a very large market opportunity.
POTENTIAL SYNERGY OPPORTUNITY
Over the years, each company in the group has
extended offers to employees - some seasonal while
others have year-long offers. However, till date group
companies haven't been able to signicantly penetrate
this segment. Their estimated share currently is only
5-6% of the overall opportunity.
Fragmented efforts by each company have resulted in
low awareness of the offers amongst employees.
Absence of a common group-wide employee database
has only increased the difculty in reaching employees.
Regulatory restrictions compound the ease of data
sharing amongst group companies. For some brands,
the current path to purchase has high friction.
 CURRENT SOLUTIONS DEPLOYED STRATEGIC INTENT
An asset-light approach has been taken to address this This programme should aim for a share of the
opportunity by creating a micro-site Tata Shop, Share, Employee, Family and Friends ecosystem that is twice
Smile on the group's e-commerce platform Tata CLiQ the market share that respective Tata brands enjoy in
supported by the group's brick-and-mortar network. the market in India.
Several group's entities and corporate functions support
this programme. In 2017, the Tata Shop, Share, Smile
programme delivered 40,000 transactions and revenues
of INR 129 crore over a period of 45 days before Diwali.
While the programme facilitated the offers to be
extended to Family and Friends, their participation was
extremely low.

EXPECTATIONS FROM THE PARTICIPANTS

1
Proposed solution to deliver the programme's 2
strategic intent
The purchase journey for employees, their
families and friends should be seamless

3
The solution should be technology driven and 4
asset light
Both organic and inorganic options can be
considered

5
Solutions should be operationally feasible
across diverse Tata companies and their
channels, nancially viable and regulatory
compliant
6
Cross-sell opportunities that the platform
lends itself to; types of customers and
products; their market potential and the
revenue opportunity

Participants are welcome to conduct their own primary and secondary research to supplement the information provided.