Tata Motors commercial vehicles business unit further

strengthens customer support initiatives

Mumbai: Tata Motors commercial vehicles business unit has announced a slew of initiatives, further extending
and strengthening the reach of its customer service. The announcements coincide with the business
observance of National Customer Care Day on October 23, 2011. It was on October 23, 1954, that the first
truck of the company was rolled out.

Among the new initiatives is the availability of a Tata-authorised service workshop (TASS) in a radius of 30km
across the country by 2015. At present, the business has about 1,240 service workshops, each in a radius of
65km. The business will also beef up the service infrastructure for its Ace and Magic families of vehicles, by
setting up new and upgrading all existing service points into two-bay workshops known as Tata Authorised
Service Point, to facilitate further penetration of the range in the interiors. Tata Alert, a road-side assistance
programme for the full range of Tata Motors commercial vehicles is also among the plans, to be implemented
by 2012.

Over the coming months, customers will also have facilities, such as the Tata Easypay Card, to ease payments
at any authorised service workshop, and extended warranties with options as per customer needs.

The company already provides 24x7 assistance on any sales / service / product issues and spare parts
availability across the country, through Tata Connect. Customer facilities already include an annual
maintenance contract for customer-desired periods (kilometres / hours) at pre-determined prices, reconditioned
aggregates on an exchange basis to reduce vehicle downtime, fleet maintenance, on-site service support, Tata
genuine spare parts and Tata Delight, a customer loyalty programme for owners of its commercial vehicles.

The various customer care initiatives include:

Customer assistance centre: It is a nodal point receiving feedback through various access mechanisms and
coordinating 24x7 assistance on any sales / service / product issues and spare parts availability to all
customers across India.

Annual maintenance contract: An annual maintenance contract is offered for complete preventive and
scheduled maintenance and breakdown repairs of driveline at predetermined prices for a period covering
desired kilometres / hours.

Recon products: Tata Motors offers reconditioned aggregates on an exchange basis which help in reducing
the downtime of a vehicle.

Fleet maintenance: A fleet maintenance contract is offered for complete maintenance of vehicles, excluding
tyres and accidental repairs, for a predefined period or kilometres / hours.

Onsite service support: To meet tight project schedules, tippers deployed on-site, which are away from town-
based dealers or TASS, get on-site service through on-site packages.

Tata Alert: To support customers in case of emergency breakdown on highways, road-side assistance is
available on the Golden Quadrilateral and N-S/E-W corridors.
ISO certification for workshops/TASS: Towards imparting a uniform and delightful experience to customers
at all touch points, Tata Motors is getting its dealers certified for ISO 9001:2008 through Bureau Veritas.

Workshop infrastructure development: Towards imparting a uniform service quality, the business is
supporting its channel partners in upgrading their workshops with modern equipment. Eight equipment
suppliers have been roped in to supply and provide turnkey solutions to workshops.

Service training: There are five service training centres imparting advanced product and maintenance
knowledge to mechanics, technicians, customers, fleet operators and institutional customers. Besides, on-site
field training is also imparted.

E-learning: With the increase in number of workshops and requirement of trained personnel at workshops, an
e-learning initiative, the first such initiative in the auto industry, has been implemented. It provides web-based
multi-lingual training for technicians.

Skilled mechanic development: With the surge in demand for trained manpower, an initiative has been taken
to upgrade Industrial Training Institutes so that skills are relevant to requirement.

Skilled workshop manager development: To support the companys network expansion plan, trained
workshop managers are being developed through the 'Tata Motors Certified Works Manager programme.

Driver training institutes: The initiative is a one-stop shop for training, covering theoretical and practical
training.

02:30 pm, Monday24 Oct2011

Tata Motors Commercial Vehicles Business Unit further strengthens customer
support initiatives

Share

Tata Motors Commercial Vehicles Business Unit (CVBU) has announced a slew of initiatives, further extending and strengthening
the reach of its customer service. The announcements coincide with the business observance of National Customer Care Day on
October 23. It was on October 23, 1954, that the first truck of the company was rolled out.
Among the new initiatives is availability of a Tata authorised service workshop (TASS) in a radius of 30 km across the country by
2015. At present, the business has about 1240 service workshops, each in a radius of 65 km. The business will also beef up the
service infrastructure for its Ace and Magic family of vehicles, by setting up new and upgrading all existing service points into 2-bay
workshops known as Tata Authorised Service Point, to facilitate further penetration of the range in the interiors. Tata Alert, a road-
side assistance programme for the full range of Tata Motors commercial vehicles is also among the plans, to be implemented by
2012.
Over the coming months, customers will also have facilities, like the Tata Easypay Card, to ease payments at any authorised
service workshop, and extended warranties with options as per customer needs.
The company already provides 247 Assistance on any sales/ service/ product issues and spares parts availability across the
country, through Tata Connect. Customer facilities already include Annual Maintenance Contract for customer desired periods
(kilometres/hours) at pre-determined prices, reconditioned aggregates on an exchange basis to reduce vehicle downtime, fleet
maintenance, on-site service support, Tata Genuine spare parts andTata Delight, a customer loyalty programme for owners of its
commercial vehicles.
The various customer care initiatives include:
Customer Assistance Centre (CAC): It is a nodal point receiving feedback through various access mechanisms and coordinating
247 assistance on any sales/ service/ product issues and spares parts availability to all customers across India.
Annual Maintenance Contract (AMC): Annual Maintenance Contract (AMC) is offered for complete preventive & scheduled
maintenance and breakdown repairs of driveline at predetermined prices for a period covering desired kilometres/hours.
Recon Products: Tata Motors offers reconditioned aggregates on exchange basis which help in reducing the downtime of a vehicle.
Fleet Maintenance: Fleet Maintenance Contract is offered for complete maintenance of vehicles, excluding tyres and accidental
repairs, for a predefined period or kilometres/ hours.
Onsite Service Support: To meet tight project schedules, tippers deployed on-site, which are away from town-based dealers or
TASS, get on-site service through on-site packages.
Tata Alert: To support customers in case of emergency break-down on highways, road side assistance is available on the Golden
Quadrilateral & N-S/E-W Corridors.
ISO Certification for Workshops/TASS: Towards imparting a uniform and delightful experience to customers at all touch points,
Tata Motors is getting its dealers certified for ISO 9001:2008 through Bureau Veritas.
Workshop Infrastructure Development: Towards imparting a uniform service quality, the business is supporting its channel
partners in upgrading their workshops with modern equipment. Eight equipment suppliers have been tied up to supply & provide
turnkey solutions to workshops.
Service Training: There are five service training centres imparting advanced product & maintenance knowledge to mechanics,
technicians, customers, fleet operators and institutional customers. Besides, on-site field training is also imparted.
E-learning: With the increase in number of workshops and requirement of trained personnel at workshops, an e-learning initiative,
the first such in the auto industry, has been implemented. It provides web-based multi-lingual training for technicians.
Skilled Mechanic Development: With the surge in demand of trained manpower, an initiative has been taken to upgrade Industrial
Training Institutes (ITI) so that skills are relevant to requirement.
Skilled Workshop Manager Development: To support network expansion plan, trained workshop managers are being developed
through the Tata Motors Certified Works Manager programme.
Driver Training Institutes: The initiative is a one-stop shop for training, covering theoretical and practical training.
About Tata Motors
Tata Motors is Indias largest automobile company, with consolidated revenues of Rs. 1,23,133 crores ($ 27 billion) in 2010-11.
Through subsidiaries and associate companies, Tata Motors has operations in the UK, South Korea, Thailand, Spain and South
Africa. Among them is Jaguar Land Rover, the business comprising the two iconic British brands. It also distributes Fiat cars in India,
and has an industrial joint venture with Fiat in India. With over 5.9 million Tata vehicles plying in India, Tata Motors is the countrys
market leader in commercial vehicles and among the top three in passenger vehicles. It is also the worlds fourth largest truck
manufacturer and the third largest bus manufacturer. Tata cars, buses and trucks are being marketed in several countries in Europe,
Africa, the Middle East, South Asia, South East Asia and South America.
TATA MOTORS completes 60 years of
unparalleled leadership in commercial
vehicles
in APPLICATIONS BUSES COMMERCIAL VEHICLES CORPORATE TRUCKS by N.Balasubramanian December 18, 2014 at 4:55 pm |
Tata Motors, the undisputed leader in the Indian commercial vehicle industry, has just completed 60 years of exemplary service to

the transport sector. Having rolled out its first truck from its manufacturing and engineering facility in Jamshedpur in 1954, Tata

Motors has marched on to become the outright numero uno in the truck and bus space for over six decades and also maintain its

dominance amidst intense competition from both domestic and global OEMs, evolving customer demands, changing market

conditions and other challenges.

Mr. Ravindra Pisharody, Executive Director, Commercial Vehicles Business Unit (CVBU), Tata Motors, (centre), flanked by Mr, R. Ramakrishnan,
Senior Vice President (Commercial), CVBU, Tata Motors (right), and Mr. Vinod Sahay, Head Sales and Marketing, M&HCVs, Tata Motors

Set up in 1945, Tata Motors Jamshedpur plant started with manufacturing steam locomotives before foraying into truck

manufacturing, bringing the global trucking technology to India nine years later. Since then, the Jamshedpur plant has been

modernized and consistently equipped, particularly intensively in the last decade, with state-of-the-art equipment and assembly

lines to produce a truck every five minutes. The facility assembles over 200 Tata Motors medium and heavy commercial (M&HCV)

models, including the path-breaking Prima world truck. It also houses engineering centres to conduct truck testing in different

climatic conditions and on varied surfaces, including dense urban centres, all of which operate under distinct set of rules and
regulations governing commercial vehicle operations. The facility crossed a major milestone last year when it rolled out its two-

millionth commercial vehicle.

As a development and manufacturing hub for its M&HCVs, Tata Motors Jamshedpur engineering research centre is not only

capable of carrying out complex vehicle design and integration of the companys current and future trucks but also developing

complex intelligent electronic control systems for next-generation trucks, cabins, multi-axle trucks, tractor-trailers and tippers as

well as application vehicles like mixers and tankers for both civilian and defence customers. The facility is also capable of

manufacturing trucks compliant to the EURO VI or BS VI emission norms. Tata Motors also conducts driver training programs at

the venue to impart knowledge of truck operations, for better road safety and overall vehicle performance.
The world-class Engine Factory manufactures the Tata 697/497 naturally aspirated and turbo charged engines, with a capacity

of supplying upto 300 engines per day

Addressing a media delegation that visited the Jamshedpur facility at the company invitation to commemorate its 60 years of truck

manufacturing, Mr. Ravindra Pisharody, Executive Director, Commercial Vehicles Business Unit (CVBU), Tata Motors, said: We at

Tata Motors are proud to have achieved yet another trucking milestone of 60 years of manufacturing excellence at our plant here in

Jamshedpur. From the very beginning, Tata Motors Jamshedpur has led the transformation in the Indian commercial vehicles

space, setting benchmarks through the introduction of class-leading trucks, with the most relevant global technologies,

incorporating flexibility to develop and manage our current and future portfolio, with speed and in line with the varied market

requirements. With world-class quality manufacturing and engineering programs here in Jamshedpur, it is in our continuous

endeavour is to remain the most preferred trucking brand.

Dr. AK Jindal, Head, Engineering Research Centre (ERC), CVBU, Tata Motors

Dr. AK Jindal, Head, Engineering Research Centre (ERC), CVBU, Tata Motors, said: Our engineering teams at Tata Motors work

closely with all stakeholders in developing and successfully deploying various technologies for broad spectrum of commercial

vehicles that enable connectivity, safety and better fuel economy, along with optimal vehicle performance. Given our widest portfolio

of medium and heavy commercial vehicles, which has been developed based on our deep understanding of customer needs and

usage patterns, we at Tata Motors continuously strive to develop and integrate new and relevant vehicular technologies, offering

best-in-class value proposition. Needless to say, integration of these new technologies is backed by a strong service network.

Mr. Ajoy Lall, Head, Jamshedpur Plant, commented: From Tata Nagar to steam locomotives to road rollers to Prima trucks, we

continue our pioneering spirit. The story of Jamshedpur in many ways has been the story of Indias trucking industry. At Tata
Motors, we have constantly redefined ourselves, remaining contemporary in changing market landscapes and upgrading our

technology in the process.

In addition to driving the lives of thousands of customers who operate its trucks, Tata Motors has also laid focus on protecting the

environment with a range of sustainable solutions. As Tata Motors products

touch the lives of a large number of people beyond the businesses we cater to, we have developed the widest product portfolio of

alternate fuel vehicles, hybrids as well as electric vehicles contributing to improving the environment as well as class leading

products like Prima and Ultra family improving driver comfort and safety, added Dr. Jindal.

Working towards developing multiple new platforms, Tata Motors also co-operates with all its associated stakeholders to improve

the performance and reliability of its existing offerings, proactively taking steps to remain the most preferred brand in the CV space.

Having led technological shifts in the Indian CV market, such as standardising radial tyres and offering automatic transmission in

tippers, the company has forged ahead through its HORIZONEXT initiative, a four-pronged customer-focused strategy aimed at

providing the best customer experience from best vehicle experience to superlative purchase experience, followed by technology-

intense aftermarket service support.

Mr. Ajoy Lall, Head, Jamshedpur Plant, Tata Motors

Technology-focused approach
Tata Motors has adopted a three horizon technology roadmap to enhance its product offering, with emphasis on research and

innovation, integrated electronics architecture and CO2 reduction. Based on this roadmap, the company has developed a series of

products in the M&HCV space which were showcased earlier this year at Auto Expo in Delhi.

Over the last decade or so, Tata Motors has driven the industry forward by bringing globally-used and advanced technology to India.

With a view to improving environment-friendliness and safety of vehicles, concepts like ABS, electronic stability control in tractors

and engines with emission compliance through EGR and SCR were introduced, while sophistications such as next-gen cabins with

ergo pack, air-conditioning, keyless entry, electronic instrument cluster, pneumatically-suspended seats, music system, adjustable

telescopic steering, clutch booster for clutch pedal assistance, advanced HVAC system and light intensity control were offered for

superior driver comfort.

The cab and cowl assembly line operates with high level of automation employing extremely precise robots from ABB.

The line as a capacity to produce 84 cabs per shift which is equal to one cab for every four-and-half minutes

The market leader has also spearheaded the creation of new segments within the M&HCV space with its modular chassis frame and

cabin in Prima, lift axle in LPT 3118 82 vehicle, twin speed rear axle, tandem and parabolic bogie suspension, hub reduction rear

axle and single reduction tandem rear axle, among others.

Apart from being Indias largest commercial vehicle player, Tata Motors has forayed into many markets across the globe over the last

few years, testifying its globally-competitive product range and manufacturing capabilities. The company starts by ensuring quality

at each level of operation, the Jamshedpur facility being at the forefront in this regard. With the facility being able to cater to CVs

with payloads ranging from 7 to 49 tonnes, over 20 Tata Motors CV models are currently exported and assembled based on the

specific quality-led standards and processes.

Sales and service initiatives

The cab & cowl factory is equipped with an Automated Centralized Paint Shop with a provision for metallic painting and

Centralized Trim Lines, which help streamline the logistics flow. The Plant also houses a shower testing facility in vehicle dispatch
area. The facilitys NABL-accredited

Metrology Lab houses one of the biggest horizontal dual arm coordinate measuring machines in the country which is 6.5 m long

Besides ensuring a balanced expansion of its sales and service reach, Tata Motors is adopting several initiatives to drive efficiencies

and manage customer relations better through the sales and service channel as well as at various customer touch points. It has

undertaken unique measures to ensure the right qualities in its sales workforce which forms one of the most important links in the

value chain.

The initiatives include:

DRONA for sales force:

Rich training content by specialists

High quality specialized trainers (48 Dronas) for each segment / service

Product & soft skills training for the dealership sales team 2-day classroom sessions with role plays

Dealer Sales Executive (DSE) on the job coaching for efficiency and effectiveness

LEAP (Learn & Engage for Augmenting Profitability) for channel partners:

Premium training program conducted by eminent management consultants along with plant visits

Six programs completed at different plant locations covering 120+ dealer principals

The main assembly line rolls out one truck every 5 minutes. Two other lines are dedicated to the Prima range, Multi-axle, special

purpose vehicles and for meeting the requirements of the defence sector
HR tools for employee engagement for dealers:

Regular training programs for HR teams at dealerships

eLearning:

To train TSMs on products and processes

Learnings captured through learning management system

Trainees evaluated pre- and post-training to measure effectiveness

eLearning to become a standard practice for all new product/process launches

DRONAs to start using eLearning as a tool for effectiveness measurement

In addition to its refreshing efforts to strengthen its sales team, Tata Motors has also been placing unwavering focus on consistency

in service by offering best-in-class quality solutions to its customers. The Power of 5 concept which includes Tata Alert, Tata

FleetMan, Triple Benefit Insurance, 4-year warranty and Extended Service Interval is an innovative offering from the company with

the aim of strengthening its support to, and engagement with customers. These services are backed by a Tata service touch-point

every 50 km on all major highways in the country, in addition to first-time-ever schemes such as Tata Delight, a loyalty program for

retail customers and Tata Emperor for large key customers.

CSR
With 603 acres at Jamshedpur for manufacturing, engineering and support services, Tata Motors has a township covering 1,250

acres, housing residential quarters, hospitals and schools. While making technological, product and service advancements, the plant

has been deeply committed to the community within which it operates, working closely with various NGOs. It has pioneered

initiatives in areas like health, education, livelihood and environment which have resulted in significant progress in the community

and social forestry, sustainable development of wastelands, road construction, rural health and education, development of rural

industries, water supply and family planning.

Hearty congratulations to Tata Motors on achieving this significant milestone. Eaton

is indeed very proud to be associated with this legendary organization, which is also
the undisputed leader in the Indian CV segment for the last 60 years. We enjoy a very
strategic relationship when it comes to offering safe, reliable and efficient power
management solutions through our industry leading drive train products. Our
engagement extends right from passenger cars to heavy commercial vehicles and from
domestic to export markets.

With Tata Motors, Eaton sees an opportunity to offer its entire advance product range
covering engine valves & valve actuations, superchargers, torque control products,
commercial vehicle transmissions, hybrid solutions and fuel emission control
products. A few of our engagements worth mentioning at this juncture are:

Indias first CNG hybrid bus

Heavy duty transmission for world truck program & specialized application

Tata trucks at Indias first truck racing event were geared with Eaton transmissions

Eaton torque management solution (differential lockers)

Engine air management solutions

We wish Tata Motors many more successes in the days to come.

Mr. Krishnakumar Srinivasan, President Vehicle Group, Asia Pacific

Region, Eaton
Tata Motors pioneered the commercial vehicles revolution in India 60 years ago and
continues to lead this segment today. The first Tata Motors trucks and buses have been
powered by Bosch (then Mico Bosch) and still continue to do so. We are proud of our
partnership with Tata Motors which has strengthened over the last six decades, and
we feel ourselves part of the extended Tata Motors family which stood the tests of time.
Our two organizations share common values. Our partnership is based on trust and
mutual respect, and we are passionately working together to bring affordable and
innovative products and solutions for Indian automotive customers of commercial
vehicles and passenger cars.

While congratulating Tata Motors, we wish them greater success in the exciting times
ahead, both in Indian and global markets where they are making strong footprints.

Dr. Steffen Berns, Managing Director, Bosch Ltd.

Jost made its entry into the Indian market with direct supplies from its China plant in
2005. Local production and billing commenced from July 2008. Working with Tata
Motors has always been a seamless experience right from negotiations to supplies.
Tata Motors approach to its suppliers concerns are commendable. The entire
hierarchy from the plant head to the buyer is very much approachable and solutions
are offered in the quickest possible time.

Jost supplies its fabricated 20T version of the fifth wheel couplings for truck-tractors
upto 40T and 28T version for truck-tractors upto 49T. More value addition in terms of
assemblies of fifth wheels, mounting plate and sub-structures have also ensured a win-
win situation for both Tata Motors and Jost India. Jost also has an advanced line of
products like hydraulic wet kits, trailer axles / suspensions and automated fifth wheels
that could be supplied anytime Indian OEMs like Tata Motors wish to. Being a
supplier meeting Tata Motors 100 per cent requirement of their Jamshedpur plant, it
is a big responsibility to ensure uninterrupted supply, and we feel proud to be
associated with the market leader in India and hope to grow along with them.

There are very few manufacturers who have been successful over a period of time. In
the current scenario, with the worlds leading vehicle manufacturers having entered
India and striving to garner a major share in the Indian commercial vehicle market,
Tata Motors has done exceedingly well in maintaining its dominant position.
The new entrants adopt different strategies like offering product at a lower prices,
keeping a greater focus on one particular segment, etc. We feel that the Indian
commercial vehicle customers are more mature than most people acknowledge. Such
short-term strategies have not paid dividends to the newer entrants, but it is the
established manufacturers such as Tata Motors who, over the years of experience,
truly know the most appropriate way forward.

VST being a dealer for Tata Motors since mid-1950s, its relationship with the group is
one of pride and admiration. When it comes to handling the dealership personnel,
solving customer issues, building trust in the franchise, maintaining a healthy
relationship as partners, VST would rate Tata Motors among the top brands in the
country that one should be associated with.

Tata Motors now celebrates 60 years of their Jamshedpur plant. To manage a

manufacturing unit and to successfully adapt and change with the times and still be
world class and market leader is truly laudable. We, at the VST Group, would like to
congratulate Tata Motors, and look forward to many more decades of a truly
inspirational partnership.

Mr. Arun Surendra, Managing Director, VST Motors

The Pune-based Tata AutoComp Systems Ltd. supports Tata Motors in many ways.
While most of its plants in Pune supply to the Passenger Vehicle business, Tata Motors
is the anchor customer of Tata AutoComp, and that is the reason why it supports Tata
Motors by setting up plants very close to its manufacturing facilities.

In Jamshedpur, two of Tata AutoComps business units have plants within the
premises of the Tata Motors plant. Tata Toyo Radiator supplies engine cooling
solutions like radiators, fan motors, condensers and inter coolers as an entire engine
cooling module. Tata AutoComp Composites Division supplies various components
made from glass fibre-reinforced sheet moulded composites. The parts include the
bumper, stepper, front panel engine hood and several other parts.

Tata AutoComp also has dedicated plants at Pantnagar where it supports the Tata
Motors Ace platform with engine cooling solutions, components made from glass
fibre-reinforced sheet moulded composites, plastic parts, rear view mirrors, gear
shifters, parking brake levers, sheet metal parts and aggregates, as well as many
other parts.

Besides setting up dedicated plants for specific components, Tata Auto has helped Tata
Motors carve out niches in the market place through product innovation. One of its
business units, Tata AutoComp Hendrickson Suspensions (THSL), is in the business of
manufacturing high-end suspension systems for heavy commercial vehicles.
Tata Motors has been the game-changer in the Indian CV industry; one among them is
to create the 82 truck segment. THSL is the first to participate in this endeavour with
their lift axle air suspension system. Even after six years of introduction, Tata Motors
continues to be the market leader in the segment through the model LPT 3118. This has
also enabled it to be another first by creating the 37-ton truck segment and THSL
continues to be the partner in development of lift axle air suspension system.

THSLs another major contribution to the Tata Motors endeavour to introduce world
class solutions is the 6 rod Bogie suspension system for Prima tractors. Now THSL is
working on bringing in a further reliable system rubber-metal suspension system
without a leaf spring. This system uses fabricated beam as the main load bearing
member and rubber springs as the member absorbing road shocks.

Tata AutoComp recently formed two new joint ventures Magna International which
will offer high-end seating systems for commercial vehicles, and KATCON Global to
offer Euro 5 and Euro 6 compatible exhaust system and emission after-treatment
solutions.

Tata AutoComp Hendrickson Suspensions Pvt. Ltd. (THSL), a JV between TACO &
Hendrickson and the global leader in suspension technology, provides the technology
leadership in advance suspension application for the medium & heavy commercial
vehicle segment. THSL has applied this knowledge to bring breakthrough solutions to
Indian OEMs.

Tata Motors Ltd. (TML) has been the game-changer in the Indian CV industry. One
such initiative is to create the 82 truck segment. THSL was the first to participate in
this endeavour with their lift axle air suspension system. Even after six years of
introduction, TML continues to be the market leader in the segment through the LPT
3118 model. This has also enabled TML to be another first by creating the 37-ton truck
segment, and THSL continues to be the partner in the development of the lift axle air
suspension system.

THSLs another major contribution to TMLs endeavour to introduce world class

solutions is the 6 rod bogie suspension system for PRIMA tractors. Now THSL is
working on bringing in a further reliable rubber-metal suspension system without a
leaf spring. This system uses fabricated beam as the main load-bearing member and
rubber springs as the member absorbing road shocks.

Mr. Sanjay Sinha, CEO, THSL, conveys his best wishes to Tata Motors to keep the
leadership position in the commercial vehicle industry and to enrich the industry with
innovative products and many more firsts.
On behalf of the entire team of SVLL, I extend my heartiest congratulations to Tata
Motors for completing 60 glorious years of success.

We have been associated with Tata Motors for many years now. In fact, the very first
truck that rolled out in 1988 before SVLL was formally incorporated was a Tata 1616.
Since then, all the major fleet orders have been placed with Tata Motors because we
believe in their technologically superior vehicles and their exceptional customer
services.

Almost 60 per cent of the total fleet owned by SVLL is Tata branded. Two of our record
orders of 1,111 and 1,314 M&HCV trucks were placed with Tata Motors in 2011 and
2012 respectively. These orders have gone down in the history of India, with the order
of 1,111 vehicles recognized by the Limca Book of National Records as the largest such
single booking by a private company. With their commitment and sincerity, they have
always striven to make on-time delivery.

Tata Motors is truly a pioneer in the Indian transport industry. Our association with
them has been a real honour, and we value each and every transaction and deal with
them. We wish them all the success for many years to come and hope to continue doing
business with them in the future.

Mr. Deepak Baid, Director, SVLL.

Mr. Ravi Pisharody flanked by Mr. Udit Sheth, Executive Director, Setco Automotive, (left) and Mr. Jatinder Gujral of Setco

At the outset, we want to congratulate Tata Motors on finishing 60 years of truck

manufacturing at its first manufacturing and engineering at its Jamshedpur facility.
Setco Automotive has been a strategic partner supplier to Tata Motors for over two
decades and has supplied more than 90% of their clutch technology requirements. We
have installed a state-of-art Research and Development centre at Kalol certified by the
Department of Scientific Industrial and Research to design, develop and validate full
clutches systems. Key capabilities at our R&D facility include cutting-edge software
and tools in drafting, 3D modelling, product lifecycle management, project
management, clutch testing and analysis.

Our LIPE for LIFE is a strategy which entails offering solutions to the existing
customers at each stage of the lifecycle starting from an OE fitment on to the vehicle to
OES offerings through our esteemed customer network, our own brand offering the
independent aftermarket and finally a solution for the customer segment with vehicles
more than 10 years old.

Tata Motors is one of the clients for whom we have started making clutches for the
LCV segment also. In addition, we are focusing on exports since we have a clutch
portfolio which meets the requirements of all the major US and European truck
brands.
We are proud to have been an allied partner for the Tata Motors T1 truck racing
championship, the first-ever in India.

We would like to congratulate Tata Motors for such a successful journey and wish
them all the very best in the years to come. We are proud to be partners with a
company that is transforming the Indian auto component industry.

Dassault Systmes has had an enduring and deep engagement with Tata Motors
across a decade-and-a-half. Dassault Systmes is a key software partner to Tata
Motors and its solutions have helped improve product development cycles,
productivity and quality. The company is upbeat about Tata Motors Horizonext
strategy, and as an important player in their eco-system, believes that this will drive
the future growth of the company.

Tata Motors deploys Dassault Systmes solutions in the areas of new product
development, engineering, styling, simulation and creating and managing a digital
factory.

Dassault Systmes is a 3D Experience company that provides business and people

with virtual universes to imagine sustainable innovations. Its world-leading solutions
transform the way products are designed, produced and supported. Dassault
Systmes collaborative solutions foster social innovation, expanding possibilities for
the virtual world to improve the real world.

Dr. Chandan Chowdhury, Managing Director India, Dassault

Systmes
Our association with Tata Motors has been a long and fruitful one. We have supplied a
range of components to Tata Motors, including instrument clusters for some of the
groups flagship models, and look forward to being a part of their future projects. We
extend our heartiest compliments to Tata Motors on having completed 60 years of
remarkable service to the transport industry, and wish them many more years of
success.

Dr. Christian Neumann, Head BU Commercial Vehicles and

Aftermarket, Continental
I am not so fortunate to be associated with Tata Motors as my two sons, Gurjit Singh
and Gurprit Singh Randhawa, are.

It was an afternoon in Pune which was hosting the All India Dealers Meet in 2007.
They fortunately met Tatas Supremo, Mr. Ratan Tata and found him to be a Trimurti
of Humility, Compassion and Empathy. Despite his busy schedule, he preferred to
come along with his team to see the first-ever Food & Vegetable Van body designed,
developed and built by us on the chassis of Tata Ace for the first time.

Till today, my sons are wonder struck about Mr. Tatas eye for detailing, mode of
enquiry and appreciation of innovation as well as young and upcoming
entrepreneurs

As for Tata Motors, the group is doing well globally along with its associates. We wish
continuous growth for ever for Tata Motors.

Mr. M.S. Randhawa, Managing Director, Randhawa Automobile

Engineering Pvt. Ltd., Navi Mumbai

We heartily congratulate Tata Motors for being the pioneer in the Indian automobile
industry for 60 years. Tata Motors can hardly be called a company. Its an institution
in the Indian business community. It has not only created value for its shareholders
but has created several business families in its network of dealers, customers and
vendors.

We have been fortunate enough to be part of Tata Motors history since its inception.
Our family first bought a Tata bus in 1960, and we ran a fleet of about 200 buses in
that era. We have also been dealers of Tata Motors since 1962.

Today a large part of our success as entrepreneurs can be attributed to Tata Motors,
and we can proudly say that we are fully enjoying the benefits of the company by
being its customer owning over 1,500 Tata commercial vehicles, a vendor
transporting Tata vehicles from its factories to various dealerships, as well as a dealer
in Muzaffarpur, Bihar.

Mr. Tirtharaj Himatsingka, Director, Ideal Movers

Tata Motors has been the pioneer in the CV industry. They have made distances
smaller and brought the nation together. It is their endeavor that allows us to enjoy
the great treats of India at our doorstep. May the next 60 years be as fruitful to our
great company and everyone associated with them. Tata Motors A nation builder

Mr. Sanjay Bhandari, Managing Director, Bhandari Automobiles Pvt.

Ltd.

Mr. Sanjay Passi, President & CEO, Pasco Group

Pasco Motors started its association with Tata Motors in 1967 with the first dealership
opened at Chandigarh. Later on, five more were added, one each at Rupnagar
(Punjab), Yamunanagar (Haryana), Udaipur (Rajasthan), Gurgaon (Haryana) and
Faridabad (Haryana).

In 2013-14 the Pasco Group turnover was Rs. 829 crores. With a dedicated team of
500 staff members, Pasco Motors is providing world-class facilities to its customers,
with the firm belief that sale is not an end but a beginning of a relationship. Its total
service bay strength in all the six dealerships for commercial vehicles is 108. Also,
Pasco Motors is Indias No.1 commercial vehicle dealer in terms of MIPFV (Manpower,
Infrastructure, Process, Finance and Value) for two years in a row, according to a
study made of the entire dealership of Pasco Motors headed by Mr. Sanjay Passi. It
is significant to note that Pasco Motors Ropar (Punjab) was visited by Mr. Cyrus P.
Mistry, Chairman of Tata Motors, last year.

Dr. Dhananjay Kumar, CEO & Global Head Engineering, Products and Business Development, KLT

KLTs association with Tata Motors is nearly for 15 years as we have started first
developing tubular chassis for Tata Sumo in 2000 though our first success came in
2005 with the pick-up truck, followed by a series of vehicles like Xenon, Grande, Ace &
Magic, DI207 & DI407, Rigid axle, etc. But the real success came with system
engineering of X2 platform which was ultimately launched as ARIA where we have
introduced completely hydroformed chassis. Subsequently we have set up a plant at
Rudrapur, Uttranchal, for Ace and Magic. Again our international venture was
started with the setting up of the greenfield chassis plant in Thailand for the Tata
Motors Xenon pick-up truck program.

Since most of the Tata vehicles are based on the KLT chassis platform, we have been
closely working with almost all the present and future vehicles as platform developer.
We develop the steel, design concept, simultaneous engineering and proto engineering,
and finally set up a plant to deliver the chassis on the JIS basis.

We are much excited about Prime Minister Modis Make in India vision and foresee
an important role to be played by Tata Motors in this endeavor.

With the evolution of the truck industry in India and the ever-increasing demand from
the end-user on account of performance, we developed a new concept for the Indian
market for pinions. Based on our experience, we worked jointly with the Operation &
Design team of Tata Motors (ERC) and Tata Motors Driveline in introducing a
matched preset bearing assembly (pinion pac) which has a very closely controlled
bench endplay.
The visible advantages are: Elimination of the setting process at the customer end
Ready to mount bearing assembly Lower assembly cost in production due to
reduced assembly time as bearing is pre-set. Skilled manpower not required as
setting is eliminated. Elimination of spacer inventory carrying cost and
administration charges. Elimination of scrap broken unusable spacers Improved
field performance as Pinion Class bearings with enhanced profiles Earlier, in April
last, we rolled out the 1,00,000th pinion pac assembly for Tata Motors and are
presently working on the other innovation areas.

We sincerely thank the Tata Motors team and appreciate the efforts to establish trailer
manufacturing in India. We are associated with Tata Motors since 2006 and are
developing the trailer as per the Indian road condition for various applications. We
together have changed our perception of the traditional trailer being used in India for
greater safety, high speed and very economical mileage. Trailers based on the proven
technical design and evolved over a period of time have proved their worth even in
adverse road conditions.
Now the Tata DLT trailers have become the benchmark for quality and operational
excellence. Tata DLT has its own design centre and state-of-art manufacturing facility
with the highest manufacturing capacity in India. Because of our joint efforts, now
more than 10,000 trailers of Tata DLT are plying in different regions without any
problem.

Mr. Rajeev Batra, Chief Operating Officer, Tata International DLT Pvt.
Ltd.

Mr. Gurmukh Singh, Head (Service, product application, OEM marketing)

Trailer manufacturers know that any claim on building the best must extend to what
lies underneath. This is exactly why the FBV Division of Tata Motors has partnered
with York Transport Equipment (YTE).

Based in Pune, Tata DLT International Pvt. Ltd. has been manufacturing high quality
custom-built tandem and tri-axle trailers for Tata Motors. Key to the success of these
trailers is choosing York as a preferred supplier, in particular making optimum use of
the 12-ton axle range and YTE 75 mechanical spring suspension.

Tata Motors deals with customers who prefer buying prime movers and high quality
trailers together to make their fleet operational from day one of their purchase. Fleet
operators need quality trailers from Tata Motors, which is why they choose to partner
with York which is committed to providing its customers with the lowest total cost of
ownership.

Tata Motors is using Yorks YTE 75 suspension having cast steel hangers of better
strength and higher fatigue life. It has also started using the new 5625 model axles in
the trailers which are having special features like solid spindle, 150mm square x 14mm
stronger beam, 420 x 180 brake, induction hardened bearing journals and outboard
brake drum. York has also gone to great lengths to ensure interchangeability and
standardisation of wheel bolts with Tata Prime movers for the 5625 model axle for the
convenience of its customers.

Tata Motors is already using Yorks 16-ton (YTE75/90) suspension with 12 ton axles in
tip trailers. This is the most suitable suspension for mining application with its special
features like vesconite equalizer bushes, taper poly bushes on torque arms and cast
steel heavy duty hangers for better life on rough roads. Vesconite and taper poly
bushes do not require greasing and frequent maintenance, thus offering major relief to
fleet operators. They also shield them from the consequential failures of maintenance
negligence.
ICAT has been closely associated with Tata Motors since inception. The relationship
between the two has grown immensely over the years, with Tata Motors being one of
the leading customers of ICAT. The company congratulates Tata Motors on its
successfully completing 60 years of operation, and hopes to see many more such
milestones to be achieved in the coming years.

Mr. Pawan Thakur, Manager, PMG Dept., International Centre for

Automotive Technology (ICAT)

Top priority for meeting full customer needs at any cost R. Ramakrishnan

Interview with Mr. R. Ramakrishnan, Sr. Vice President (Commercial), CVBU, Tata Motors

Tata Motors has completed 60 years in the transport industry. To begin with, can you throw some light on your

working career with the company?

This is my 30th year at Tata Motors. I joined the company as a

Graduate Engineer Trainee in 1985 in what was then the Excavator Division. After seven years there, I moved to the Automobile
Division in 1992 and spent some time in south India as sub-regional manager and then regional manager, responsible for Tamil

Nadu and Kerala. Then I spent an year at our Pune plant before moving to Mumbai as Product Manager for medium and heavy

trucks. Till 2003 I was in Mumbai. During the period we started the world truck project. We also established a New Product

Introduction (NPI) division in the company since it was fully realised that products were the base on which we should build our

future. Therefore, it was important to carve out a separate division which managed from concept to cash for new products. Till

2009 I was heading the medium and heavy trucks division for NPI and then became the Head for Commercial Vehicles. About a year

later, I was asked to look after the Passenger Car Business and then came back to CVs.

Tata Motors has kept its market share intact in the last decade despite growing competition and changing market

conditions. How have you managed to do it?

One of the main triggers was the significant loss we made in 2001-02 and that was when we said we will not let this happen to us

again. We gave ourselves a ten-year horizon to plan ahead rather than just plan for a year or two, and also started looking at markets

around the globe. We learnt from each market. Europe, particularly Germany, and the US were quite different from ours, whereas

markets like Brazil and China were closer to us in terms of origin but had moved ahead in product evolution, customer types and so

on.

In terms of products, until then we were looking at the Indian market and offering what our customers wanted, which was by and

large good enough. But the apprehension about ensuing competition made us think as to where will we be when it does come. We

also thought: why cant we make vehicles for other global markets?. We did export around 10 per cent of our total business, but

then we were also thinking of the developed markets.

The testing area includes engine performance, endurance and emission testing, indoor and outdoor vehicle testing, NVH (Noise,

Vibration, Harshness) testing. It also houses advanced facilities such as 8-Poster machine for durability testing at

component/sub-system/vehicle levels.

Chassis Dyno for vehicle performance and powertrain endurance testing.

We went out and met our customers to understand their experiences in using our products and the other products available in the

market as well whether they use our vehicle as such or they modify things, and whether can we save them the trouble by

modifying them ourselves; what are the pain points of customers and how can we address them? We discovered that while we knew

certain things, we also had a lot to learn from them. It is not a homogenous market a customer in Delhi is different from the one in

Punjab or Namakkal, and even within a State like Tamil Nadu, a transporter in Chennai is different from the one in Namakkal. So it

would be incorrect on our part to think that one kind of product will be good enough for all customers and all applications.
 Following this, we studied the different applications for which trucks

are put. This led to a plethora of things to consider. We looked at the driver who spends most of his life in the truck, and we also

looked at the transporter. We got some clear insights and made an assessment: Five years hence, what will consigners want? Five

years hence, if we have to protect our market share or grow it, what should we be doing and how should we address these customer

needs. What should we do if the market changes and if we want to sell products outside India. With all this, we were no longer

looking at minor improvements but were looking at a very big leap.

Can we look at it as a shift from short-term planning towards preparing for the long term?

We were looking at the long term and thought: If we want a particular kind of product five years down the line, when and how

should we start working for it. In the M&HCV space, for instance, it became quite evident that customers who were evolving with

companies that transport goods becoming more demanding and drivers evolving too. Both the consigner and the transporter want

the lowest cost of operation, while the driver wants to feel comfortable while driving. Hence we had to do a number of things to cater

to all their needs.

We listed down several features, and in order to verify our direction, we went back to our customers and checked if those were what

they wanted. We received a variety of responses and translated them into specifications and design, setting targets for each

dimension. We were able to do all these under the environment of the NPI division, and the Prima is one of the products which was

born as a result.
The on-road test track includes high speed tracks, torture tracks, water trough and gradient tracks, where vehicles are put

through severe testing

How important was the introduction of the Prima for Tata Motors?

The Prima was a kind of shocker for the Indian market and also for the company. It was a huge distance ahead from where we were

and what the customers used to seeing in India. It has taken time for them to understand why we are doing it and what it means. But

customers who have used it are absolutely thrilled. We were not worried about the time taken by the market, because we were

expecting it to happen and did not look for sales overnight. But the fact is that we are now prepared for at least another 15 to 20

years. We can easily come up with two to three more facelifts for the cabin. Most of the other aggregates were anyway being used on

our standard trucks, so the investment was already in place for us.

The Prima was a quantum leap in technology, manufacturing quality and also the way our sales people addressed the customer

needs. It was a big leap across the value-chain, and it helped trigger off a few more changes at our end like the Ultra ICV platform

which is also built on a modular philosophy, keeping the driver, operator and various applications in mind. Also in buses we took the

world-class route by taking over companies like Hispano of Spain and collaborating with companies like Marcolpolo of Brazil and, as

a result, we have a range of buses which represent a leap in terms of comfort, safety, NVH, etc.
The whole Prima project helped the company at large and also the market and the industry to feel confident that something like it

could be done, because till then nobody had ventured forward. As a leader of commercial vehicles in the country, we took those steps

which also encouraged the others in the industry to come forward. There is a whole supply chain that was developed to cater to these

needs by upgrading their technology, quality, etc. What we have sparked off is an evolution in the whole industry.

From a customer perspective, there is a gradual shift from the brand loyal customers to more rational ones.

What are your thoughts?

The first generation of transporters were mostly those who started off as cleaners or drivers and then became owners and fleet

operators. They had a very deep attachment and loyalty to the truck brand, and for them a truck is not just a truck, its not just a

source of living, its a relationship. They look at their business as much more than just a business, they see it as something which

made them what they are in life. So, the dealer and the company that helped them buy their first vehicle stood by them and helped

them in difficult times. This means a lot to them the bond is very strong. Yes, there is some amount of rationality in their

decisions, but there is also a lot of faith and trust reposed in the company and the dealer.

The second generation customers have a bit of both (brand loyalty and rationality) because they have started as transporters. They

are more rational and balanced in their decision-making and look at their business needs, since the consigners, who are their

customers, have become more demanding. The third generation transporters, many of whom are educated abroad, operate as 3PL

companies. Most of their customers are multinational clients whose expectations from a transporter and transportation are very

different and very demanding. They expect the goods to reach at the given time and, if not, the transporter is penalized. The third

generation owners do respect the brand loyalty of their fathers and grandfathers but run the business more on rationality.

Tata Motors is geared up for this change, not just because of our product range but also in terms of our preparedness on the sales

and service front. Our service standards have gone up and our discussions with customers are mutually beneficial. Earlier, a dealer

sales executive was like a courier guy, just delivering some documents. But today he has to sit and discuss a lot of issues with the

customer to understand and satisfy his needs. Sales and service has changed a lot in the last decade, and we have measured up well

to meet the customer requirements.

-
 Mr. Ramashankar Pandey, Managing Director, Hella India Lighting Ltd.

Tata Motors and HELLA India Lighting both started their journey in India in early
1950s. HELLA started as a Joint venture company with the name JMA Industries at
Faridabad in 1959. Its close association with Tata started since then. Other than
products of supreme quality, one common string which has brought these two iconic
brands even closer is TRUST.

HELLA, being one of the technology leaders, has always been a preferred supplier to
OEMs globally and, true to its name, in India as well. The absorption of German
technology, by the Indian CV leader is unique in its own way. Today HELLA supplies
to three major commercial vehicle plants of Tata Motors (Jamshedpur, Pune and
Lucknow) both lighting and electrical/electronic solution. The product range covers
head lamps, rear lamps, fog cum DRL lamps, top/side markers, lighting solution for
Defence vehicles and battery cut-off switches.
HELLA is today ready with technologically advanced products like full LED rear
lamps with five-year warranty, fog lamps, auxiliary lamps, projector modules and
rocker switches, all locally produced, at an affordable cost. It will continue to bring
technology which is aligned with the technological road map of OEMs.

Tata Motors has always supported the innovations by HELLA and has provided the
market with high-end technology-driven solutions. HELLA is also proactively serving
OEMs with its lights as safety products with a mission to have Technology of
tomorrow for the life of today on Indian roads.

With its established business organizations, Hella India Automotive Pvt. Ltd., and
Hella India Lighting Ltd., Hella produces automotive parts and accessories, for
passenger car and special OE customers and the independent aftermarket in India.
Hella India Lighting is responsible for SOE and aftermarket customer groups in India.

Mr. Raj Rengarajan, Director, MAHA India

MAHA India has supplied its TruckCam end-of-line wheel alignment system unit to
Tata Motors Jamshedpur plant and the axle alignment system to TML Drivelines
Jamshedpur plant. The company will also install the end-of-line alignment system at
Tata Motors Pune facility shortly.

MAHA India Automotive Testing Equipment Private Ltd., a wholly-owned subsidiary

of MAHA Maschinenbau Haldenwang GmbH & Co. KG, is a leading manufacturer of
high quality vehicle safety testing and lifting equipment for more than 45 years. It has
recently introduced the roller brake and ABS tester, automatic headlight tester, lock-
lock tester and chassis dynamometer for end-of-line testing for commercial vehicles.

I take this opportunity to congratulate the entire Tata Motors family on completing 60
glorious years of the plant in Jamshedpur and wish them a prosperous future ahead.

My career in Tata Motors Ltd. spanned for 37 years, from 1969 to 2006. I still
remember my first day at Tata Motors, Pune, as a Graduate Trainee on February 9,
1969. the group was then the largest conglomerate in India. I stood there with mixed
feelings of pride, fear and energy to achieve the tasks assigned to me. Today, after 45
years of that first day in Tata Motors, I thank the company for helping me grow to
become the person I am.

Having joined Tata Motors, Pune, in its formative years, I was designated to its green
field projects. The years to follow saw development and addition of new aggregates
from the engine, gear box and sheet metal parts to the final vehicle assembly. Finally,
as the production in-charge and a senior member of the management team, I was
involved in various projects of the company, from the coveted Indica Project to the
special-purpose vehicles used for passenger and goods transport. It was during this
period that I was also responsible for setting up the 4th plant at Dharwad in 2001 and
eventually retired as the Head of Special Purpose Vehicles & Buses from the World
Trade Center Office in Mumbai.

Inspired by the knowledge accumulated during my years with Tata Motors, after
retirement, in January 2006, I took up the task of setting up an organized unit to cater
to the design, development and manufacturing needs of transport equipment and
truck applications under the name Transport Solutions India. At TSI we
manufacture trailers, tippers and bodies for logistics companies and truck OEMs. TSI
today has joint ventures with LOHR (France) for vehicle carriers, HLM (the
Netherlands) for reefer container bodies, and MOSOLF GmbH (Germany) for finished
vehicle outbound logistics. To serve the countrys transport system better, TSI is
regularly bringing new technologies and transportation solutions both from within
and without.

We are now present in India with manufacturing plants in Pune, Chennai and
Puducherry for TSI-LOHR-HLM, Automotive Coaches and Components Ltd. and PL
Haulwel Trailers respectively.

I personally wish all my fellow colleagues, current and former employees, supplier
partners, customers and all at Tata Motors the very best to fulfil the dreams of
Jamshedji Tata, JRD Tata and the 100-year vision of Ratan Tata and Cyrus Mistry.

Mr. V.K. Singh, Managing Director, TSI Group of Companies

Our journey with Tata Motors over the last 50 years has been extremely congenial and
successful. We have grown together and played a significant role in effectively
enhancing the transportation business in the urban and rural markets in Gujarat,
Rajasthan, Punjab and now in Delhi.

We have always believed in working as a Team in line with the defined policies and
responsibilities entrusted to us by Tata Motors. We have had a great and splendid
association with Tata Motors and do look toward to cherishing our togetherness in
letter and spirit in the days ahead.

Mr. Jayant Nanda, MD, Cargo Motors Pvt. Ltd.

I am simply rejoicing at the very thought that Tata Motors completes 60 years of its
core existence in the business of trucks & buses. Indias CV market was largely
represented by TML in the pre-liberalisation era, thereby leaving a distinct mark
about Indias independent capability in the early automobile terrain post
Independence.

Tata Motors is very close to my heart. It was Tata Motors that extended to me a
platform, allowing me to showcase my organizations credentials in the field of
Chemical Etching for automobiles, thereby opening a new gateway for us into the
automobile domain in India. As TML enters its 60th year of its presence in the CV
market, it coincidently marks our 25 years of association with it.

This journey with TML has indeed been a learning curve of Tests & Triumphs, at times
even making the impossible possible for texture applications onto contoured profiled
surfaces. On this important occasion, I extend my heartiest congratulations to the
TML Management & Team for carving out vehicles which reflect Indianess in every
aspect, and trust this is just the beginning of many more milestones to be achieved by
TML.

We stand committed towards TML as they embark on their next platinum path.

Mr. Anand Naresh Motwani, MD, Eschmann Textures India Pvt. Ltd.
We are very proud and glad to inform you that we, Sunil Transport, are the privileged
customer of Tata Motors for the last several decades. We have entered the 50th year of
our dedicated service, and from the beginning we have used only Tata commercial
vehicles.

Sunil Transport is the pioneer in transportation of liquid chemicals on long routes, and
we have regular service from Gujarat to Assam. We are able to meet our customers
requirements with Tata Motors vast network all over India, easy availability of spare
parts, prompt after-sales service and AMC. This helps our vehicles to ply on roads
safety and deliver goods on time. Also, as Tata vehicles can be easily sold, it helps us
upgrade our fleet regularly. They always maintain their commitment to their loyal
customers, and we are very proud of our long association with them and wish them all
success in their future endeavours.

We are always one step ahead when it comes to the Indian market: Vinod Sahay

Interview with Mr. Vinod Sahay, Head Sales and Marketing, M&HCVs, Tata Motors

With sentiments improving after the Lok Sabha elections, do we see a revival in the medium and heavy

commercial vehicle market?

Things are getting better now, and we are definitely seeing a big change post the elections, with sentiments becoming very positive.

The new stable government at the Centre and the mandate it has proposed has turned the outlook positive for our customers and in

turn their customers, apart from the larger companies and the small and medium enterprises. We are already seeing growth in some

segments like transport of cement and coal where the situation is far better than before. We expect the same to happen in other

sectors like mining and infrastructure as well.

The large fleet operators replace at least 30 to 40 trucks every year, but due to the recession it has not happened for the last 2

years as most of them have postponed their purchase. Because of the positive sentiments, things are now changing with the large

operators going in for new trucks to replace the old ones.

Some say it might take nine months for full industry revival, while some optimists say it will happen in three months. One thing

which is clear is that the slowdown is definitely behind us and we are going to see the market revival very soon.

How has the market responded to your recently launched Prima LX range?

Prima LX has received very good response from the market. We were trying to make a new value proposition with the Prima where a

world-class truck will be affordable for everyone. Secondly, we wanted to bring the Prima into the mainstream multi-axle segment

which accounts for nearly 60 per cent of the industry. Around six LX tractor variants and six LX tipper variants are already in the

market, with the multi-axle truck having taken some more time since it is a new segment for the Prima. We started production of the

25-ton multi-axle Prima LX truck in October and will start rolling out the 31-ton version by January. By then, the market will see

Prima unfolding in a big way because these vehicles (multi-axles) have a larger share in the industry.

While taking a test drive, I did not find much difference between the drivability of the Prima and the Prima LX.

How is the LX different from the earlier version?

The off-road test track, located slightly away from the plant, is used to simulate real life environment such as in mines and

quarries, for testing closer to actual situations, including collection of Road Load Data (RLD)

That is exactly the kind of response we wanted from our customers. In fact, the biggest challenge which we took upon ourselves is

that people should not find any major difference between the Prima and the Prima LX as it would dilute the Prima brand which is a

platform known for its reliability and quality in terms of cabin, frame, aggregates and drivability. We have actually added cost in

some areas in the LX, like offering a metallic front bumper instead of an SMC one, so that it can be replaced easily in case it gets

damaged.

The axle has undergone a change, with the LX fitted with a single reduction axle, while the first version of the Prima had a hub-

reduction one as standard. Also, the 230 hp engine in the LX offers lower engine cost and better fuel efficiency for customers. There

are certain other features such as cruise control, power window, HVAC and the CD system which have been made optional in the LX

as not all customers wanted them.

As far as pneumatic seats, power steering, factory-fitted telematics, safety features and NVH levels are concerned, they are all the

same as between the two versions. On the whole, the performance, safety, comfort, reliability and quality of the Prima have been

retained in the LX range.

What else are you working on at present?

As showcased at Auto Expo in New Delhi, we are making a big upgrade in our current range of trucks, and this will be introduced in

Q4 2014. There are changes such as extended warranty and longer drain intervals which we are doing across our entire range as they

have an immediate impact on customers perception of our quality and also on their operating costs. In both our regular platform

and the Prima range, we will continuously work on improving fuel efficiency and reducing the cost of maintenance and operation.

We will also increase the service intervals to ensure vehicles do not come to the workshop often.

Another aspect we are working on is around connected vehicles through our tie-up with Microlise. Our Fleetman telematics device

gives the fleet operator basic details on vehicle tracking and fleet management. Going forward, we will introduce a lot more features

to help customers operate the vehicle more efficiently and make driving more comfortable, resulting in fuel efficiency improvement

of nearly five to seven per cent. Another area we are exploring is remote diagnostics and prognosis which will help reduce the

downtime and repair cost by predicting the failure of aggregates in advance. This is a common technique internationally, and we are

aggressively working on it as well.

Lastly, how do you plan to maintain your market share in the M&HCV segment?

In terms of technology, not to be complacent and over-confident, we think we have what it takes to face competition, and we are

always one step ahead when it comes to the Indian market. As long as we are able to connect with the customer properly and cater to

his changing needs with regard to services and solutions, I think we are fairly confident that if we get our act together, as we did all

these years, there is no reason why we should not maintain our market share.

 Mr. Sudhir Chaudhary, GM-Sales, HYVA India Pvt.Ltd.

The name Hyva and its success story has become synonymous with high quality
tippers in the Indian market. Hyva got associated with Tata Motors in 1999, and now
Tata Motors is one of the largest customers for the Hyva Group.

Tata Motors and Hyva jointly developed the fully-built tipper concept in India. It is
also due to this association that the entirely underbody tipping tipper market was
transformed into that of high-performance front-end tipping tippers. Aided by the
Golden Quadrilateral Project, customers soon discovered the high performance of
these Hyva tippers on Indian roads.

The long association began when Hyva set up a factory at Jamshedpur to meet the
requirements of Tata Motors and started commercial production for the erstwhile
TELCO in 2001. It is to be noted that Hyva worldwide is not into tipper body building,
but due to this strong association with Tata Motors, Hyva stepped into body building
for the Indian vehicle major.

Hyva has designed and manufactured more than 100 new tipper variants, including a
wide range of body types such as Standard, Rockbody, Ribless, Half-pipe, U-shaped,
Prima, etc., for Tata Motors.
Hyva has also developed prototypes for the entire TML tipper range both for domestic
and export markets as well as Defence projects. It is largely due to this association that
over 450 garbage compactors have been supplied to overseas markets by Tata Motors.
It is this association that realised the Make in India concept and made a success of it
years ago.

Hyva was the first to introduce Multikap covering solution on Tata tippers. Moreover,
it has developed special applications like mobile hoarding, hook loaders with rescue
containers, Load body with tail lifts, truck mounted bulk compressors on Tata Motors
chassis. Together, the two companies have developed special applications for display
at major automobile exhibitions such as Auto Expo, Conexpo, Excon, etc.

It is to the credit of this association that in a span of 15 years more than 65,000 tippers
made by Hyva have been sold by Tata Motors, and a tipper is synonymously known as
Tata Hyva tipper among customers.

Tata Motors has recognised Hyva India for product quality and awarded it Excellence
in Quality in 2012. Hyva cherishes this association and feels proud to be associated
with Tata Motors.
On behalf of Henkel Adhesive Technologies, I would like to extend my heartiest
congratulations to the entire team of Tata Motors on achieving yet another milestone.
Best practices in corporate governance can only emerge when informed by an
established set of business principles and a defined approach towards organisational
behaviour, and Tata Motors has proven it right with every innovative initiative. With
the successful maxim of leadership with trust, Tata Motors has not just given the
country its due pride but has ensured to touch the hearts of millions in India through
their wonderful products and services.

We feel proud to have a wonderful working relationship with a company like Tata
Motors for so many years, and we wish the company many more such successful years
ahead.

Mr. Manish Dave, Business Director Transportation & Metals Group,

Henkel Adhesive Technologies India P. Ltd.
Our congratulations to Tata Motors on its completion of 60 graceful years of trust.

We have the pleasure of being associated with this great institution for over 21 years.
It was the then Telcos impressive product line-up, which enjoyed customer appeal and
broad acceptance, that attracted us to their fold initially. They have always had the
pulse of the market at their fingertips and a very good understanding of the market
requirement, together with the employment of a quick and positive response
mechanism to the feedback of discontent of their customers and other stakeholders;
which has led them to consistently churn out products that are game-changers in
every segment and earn customer goodwill worldwide.

The brand is synonymous with the ethical and transparent business practices and has
been a role model of corporate governance. We have grown together in an atmosphere
of mutual trust, and this has been a great learning experience in upholding ethical
values and how to reach out to the customers and the employees for their ultimate
satisfaction. We have been particularly touched by their customary practices of
reaching out and extending a helping hand to all stakeholders at the time of crises.
There are cycles of peaks and troughs that the businesses go through, and we have had
the fortune of particularly been supported by this great institution during crises.

We cherish our relationship with Tata Motors and wish to achieve many more
milestones together in the days ahead. We also wish them success in all their future
endeavors.

Mr. Vijay Gupta, Director, Matsya Automobiles Ltd.

I am really very pleased to hear that you are bringing out a special edition in
December 2014 on Tata Motors Ltd. We have been associated with the venerable TML
for the last many years and cherish every moment of it. All our employees and
technical staff join me in wishing a grand reception for the forthcoming issue, and I
am sure that you and your organisation will be bringing us and TML in close synergy.

Mr. Ankit Agrawal, Vice-President, Shree Balaji Engicons Pvt. Ltd.

-
Janta Roadways long-standing relationship with Tata Motors

Mr. Manavdeep Singh, Director, Janta Roadways Pvt. Ltd.

A pioneer, visionary and a trendsetter in general and car transportation segments,

Mr. Rajinder Singh, Managing Director, Janta Roadways Pvt. Ltd., narrates his long-
standing relationship with Tata Motors, in an exclusive interview to Motorindia.
Joining his familys transport business at a very young age, Mr. Singh says he has
been associated with Tata Motors vehicles ever since his childhood and has developed
a fascination for them. He started his carrier with his brother in 1965 at Bangalore.
Shifted to Madras in 1974 and started Janta Roadways, initially in a small way to
handle parcels and later, realizing the need for innovation in the sector, moved to
providing logistics solutions. The company was very successful in providing
economized transport solutions for various on-road and off-road vehicle
manufacturers.
Today almost 80 per cent of our tractor-trailers are from Tata Motors. These vehicles
are driver friendly, have hassle-free maintenance, environment responsive and best
suit the requirements of the customer. The manufacturer also has the unique
advantage of producing the entire range of vehicles right from its sub-one tonner up to
49 tonnes. More recently, Tata Motors has created history in the Indian auto industry
with its decision to start an exclusive dealership for bus applications, from maxi-cab to
full-fledged deluxe buses, said Mr. Singh.

He also feels that if Tata Motors had not played the vital role which it has done till
today, the progress of the country would not have been the same as it is today. Mr.
Singh signed off by wishing Tata Motors to continue with the same attitude and take
necessary steps to bring in world-class technology, comfort and safety with
environment friendly vehicles in its future models. Janta Motors also has plans of
starting an exclusive dealership for Tata buses under the brand name Bus Zone in the
near future.
Jaspers Tata commercial vehicles dealership started functioning in Vijayawada in
1955. It was among the first dealers to be appointed by Tata Motors there.

The 1955 slogan of Tata trucks, Breadwinner of the family remains true to this day,
and Tata trucks are really breadwinners for millions of families. Jasper is proud of
exclusively dealing with Tata Motors for the last 60 years and is honoured to be
partner with an industry leader that has made channel partners grow together over
the years.

On this glorious occasion of 60 years of truck manufacturing at Jamshedpur, Jasper

expresses its gratitude to Tata Motors and wishes all success for it in the years to
come.

Mr. Sumanth Badiga, Jasper Industries Pvt. Ltd.

Harita Seating Systems Ltd. (HSSL) is a major supplier of seating systems to

Tata Motors Ltd. (TML), both for domestic requirements and exports. HSSL has
successfully developed products meeting the requirements of Tata Motors, with its
driver, co-driver and passenger seats highly acclaimed for quality and comfort.

In 1996, HSSL commissioned a plant in Ranjangaon exclusively to service the seating

requirements of TML. It has developed several types of seats for the 207, 407 and 608
models.

The company has also worked with TML for developing seating applications for
various models of its vehicles including:

* Seats for low-floor buses: When TML wanted to introduce high-capacity, low-floor
buses (RESLF & HCBS) for city bus application, HSSL could readily supply a unique
plastic seat design from its product range.

* Seats for export vehicles: For TMLs buses for the export markets (primarily made at
ACGL), HSSL had developed several designs which were successfully implemented to
meet the specific needs of different markets.

* Web seats: The company has also has developed low-cost web seats with height
adjustment, sliding and reclining movements for the drive away chassis that meets the
latest Automotive Industry Standard for seating systems (AIS-023). Besides ensuring
safety, these seats also facilitate free airflow to provide riding comfort to drivers
during summer.

Congratulations to Tata Motors Ltd. (TML) on completion of its 60 years of dedicated

service to the nation with safe, cost-effective and reliable commercial vehicles. It was
more than an experience worth to be associated for 35 years servicing with prototypes
and regular supplies of auto ancillary components.

We have seen many leaps and transformations in TML over the years. With the new
government at the Centre and the recent collective rise of the core sectors such as the
coal, mining, energy and refineries, we are certain that the CVBU division of TML,
especially the world truck Prima, will soon get to stretch its muscles further.

We extend our best wishes to all the members of Tata Motors to achieve many more
milestones in future. May the Diamond turn into Platinum.

Mr. R. Seal, CEO, Walia Auto Ancillaries Pvt. Ltd.

I am very happy to note that Tata Motors, a leading brand of commercial vehicles, has
completed 60 successful years. I wish Tata Motors all the very best in their present
and future endeavours.

Mr. Chandrashekar Viswanath

Over the years I have been to various Tata establishments, and each time I have had
good interactions with the people and felt good that here is a Group which is doing our
country proud. In this context, I specially remember a meeting I had had at Tata
Scientific Services Division in Jamshedpur some 6 to 7 years ago when I met Dr.
V.V.V. Subramanya, Chief of SSD. I had gone to introduce the spectrometers we had
developed for the first time in Bharat. Dr. VVVS organized a meeting in their large
Conference room, and I gave a presentation. At the end of it, Dr. VVVS and his
colleagues got up to applaud this new development for our country, and each one of
them came to shake hands with me! That was a special moment. Of course, it was
early years for us. Dr. VVVS wanted certain developments to be made by us, including
the analysis of very low carbon (EDD) steels. He assured that as soon as we did this,
they would be one of our buyers. We have now made most of these developments.

Today, after a decade of selling our first spectrometer in Bharat (in 2004), we are
proud to state that the Tata Group is already using two of our spectrometers; we have
several users in Jamshedpur where most of them are suppliers of products and
services to the Tata Group. We also have over 1,000 users wordwide! The way has
been tough and we have had our share of setbacks. But, overall, it has been very
satisfying. We believe that if a thing is worth doing at all, it is worth doing well and
also that We must go by the basic principles of life which are common to all walks of
life yes, Business too! Business is only part of life, it is not life itself.

On behalf of Metal Power Analytical (I) Pvt. Ltd., I take this opportunity to
congratulate Tata Motors on their 60th anniversary of service to the nation. We are
proud and honoured to be associated with them over the last few decades. We
congratulate them on this special and historic milestone that has seen them maintain
Leadership in Commercial Vehicles in Bharat and wish them well for the future.

Mr. P.D. Pant, CMD, Metal Power Analytical (I) P. Ltd.

TEXSPINs four-decade association with Tata Motors

Mr. Bhupendra Makwana, Chairman, flanked by Mr. Dipen Makwana, Managing Director, (left), and Mr. Vishal Makwana, Director, Texspin Bearings
Ltd.

TEXSPIN has been associated as a bearing technology partner with Tata Motors for
over 40 years. Established in 1961, TEXSPIN today is the largest supplier of clutch
release bearings and suspension bearings and is closely working with Tata Motors for
various technology solutions for transmission, wheel end, steering and drive train.

In an exclusive interview, Mr. Bhupendra Makwana, Chairman of TEXSPIN,

discussed in detail his and his companys long and very close association with Tata
Motors.

Mr. Makwana joined the family business as a young engineer in the mid-1960s amidst
hectic interaction and development activity for the first automotive bearing for Tata
Motors as well as the first for the original equipment manufacturer which was the
kingpin bearing. He recalled with a lot of nostalgia how in the mid- and late-1960s he
had put his heart and soul into the development under very challenging
circumstances. Acquisition of raw material as well as machineries for production were
two major challenges he had to overcome, besides poor infrastructure. He recalled
how he decided to use leaf springs to make the blanks for kingpin bearings and had to
design and manufacture the machinery required for grinding those blanks to make the
bearings and start supplies to Tata Motors in the late 1960s.

He also recollected with gratitude how Tata Motors reposed their faith and trust in
the technical competence of TEXSPIN by offering us one of the most challenging
technological products, i.e., the clutch release bearing for development, and work for
import substitution of the product.

Since the early 1970s when TEXSPIN developed the first clutch release bearing for
Tata Motors, it has been continuously evolving the release bearing technology through
intense research and has been offering highly innovative solutions for release bearings
to the automotive industry in India and overseas. TEXSPINs leadership position in the
release bearing technology is attributed to the support and trust which Tata Motors
reposed in the company.

Mr. Makwana further disclosed that TEXSPIN started working on the release bearing
technology for Tata Motors over 40 years ago when the thrust and deep groove ball
bearing technology was used for clutch release application. Since then, TEXSPIN has
been mainly focusing on the technological upgradation of the release bearing
technology for Tata Motors and other OEMs through its R&D efforts. TEXSPIN
introduced the angular contact technology for the release application in the 1980s and
brought about a virtual technological revolution with the introduction of the self-
centering technology in the 1990s. This represented a quantum leap in the way release
bearings were made and used.

With emission norms and fuel efficiency becoming the buzz word, the weight of each
and every part of an automobile was being scrutinized with focus on emission
reduction, and it was in the late 1990s that TEXSPIN introduced the combination
technology of light weight stamped parts instead of forged in the bearing and special
plastic moulding replacing the cast iron sleeve for reduction of weight of the release
bearing.

Mr. Makwana also said that proactive technological developments and innovative
newer products have been the hallmark of TEXSPIN. This has helped it not only to
maintain its leadership position but also to offer the customers like Tata Motors newer
technological solutions. This probably explains TEXSPINs deep involvement with Tata
Motors for the development of the next-generation clutch release solution the
Concentric Salve Cylinder (CSC) release bearing which uses a hydraulic actuation
device for release instead of the conventional mechanical device.

It was evident during the interview that the third generation entrepreneurs, Mr. Dipen
Makwana and Mr. Vishal Makwana, who are now fully involved in the strategic
business management for over a decade, are taking forward the vision of the company
by introducing modern and sophisticated facilities and infrastructure to propel the
business into its next trajectory of growth. Today TEXSPIN is working on various
technological projects with Tata Motors in the transmission area, e.g., the
synchronizers, detents, next generation wheel end solutions, unitized taper hub units
and differential and transaxle technology involving replacement of the conventional
taper roller bearings with the angular contact technology.

Tata Motors continues to be TEXSPINs first and the largest customer till date, added
Mr. Makwana while expressing his deep sense of gratitude and how he and the entire
TEXSPIN family cherish the very special relationship with Tata Motors.

Interpump Hydraulics Pvt. Ltd. (IPH) is hand in hand with Tata Motors for power
take-off (hydraulic) technology. In the earlier days, the tipper segment used to be
manually loaded, and hence there was no need for any hydraulic technology.
However, when mechanisation and development started in the segment, the tipper
was upgraded with the use of hydraulic technology for tipping, giving it the
advantage of lesser tipping and loading time. The hydraulic technology mainly
comprises a power take-off, a pump and a hydraulic cylinder.

IPH is the world leader in this technology, and Tata, being the leader in the country
for commercial vehicles, the association with the leader was bound to happen. IPH
started working with Tata Motors since 2007 by giving the first power take-off to one
of its transmissions. Now, over the years, this association has turned into a very good
partnership, giving the latest in technology to the country.

It is an honour and pleasure to work and get associated with Tata Motors. It is a
relationship of mutual benefit which has been developed over the years, and together
we are giving the latest technology available in Europe to the Indian customers. The
relationship has changed from a customer-vendor one to a partnership, and IPH is
proud to be a partner of Tata Motors. The transparency, positive approach and
helping attitude of all Tata Motors employees towards us is worth fully appreciation,
and it helps us to establish products with the latest technology in the Tata range.

We are proud to be associated with Tata Motors, and we wish them all the best for the
future.

Mr. Girish Garud, MD, Interpump Hydraulics Pvt. Ltd.

Parmar Transport Company is a reputed organisation operating in the field since last
60 years. We are one of the first buyers and users of the Tata range of commercial
vehicles ever and continue to patronise the company products. Our fleet today
comprises primarily of Tata vehicles of different models and capacities. The quality
and range of products, the wide network of service stations, the personal touch and
high levels of efficiency and customer service exhibited by Tata Motors personnel and
dealers have ensured that we have never had to look beyond Tata Motors for our
requirements.

Mr. Jagjit Parmar, Partner, Parmar Transport Co.

Rane Group has partnered Tata Motors since many decades with our strong
relationship being built on shared values and ethics. Rane started its association with
Tata Motors by serving its Commercial Vehicle business and today supplies products
for its passenger cars and MUVs as well. Today, Tata Motors is among the top
customers for Rane and going forward, we only see this mutually beneficial
partnership strengthening further.

On this occasion of 60 years of Tata Motors Commercial Vehicle Division, we would

like to congratulate and wish them the best for more success to come, assuring them of
our commitment and support as one of their key suppliers.

Mr. L. Ganesh, Chairman, Rane Group

Pacoline congratulates Tata Motors Ltd. (TML) on completing 60 years of leadership

in trucking. Pacoline has grown with TML in the last 40 years and it was only because
of their trust in Pacolines engineering capability and capacity, the development of
rear view mirrors commenced followed by supplies to TML. Pacoline supplies a large
variety of assemblies, plastic components , warning triangles and mirror assemblies
to TML to almost all its plants and vehicle range, right from their small commercial
vehicles to medium and heavy trucks and buses. Tata Motors approach and the trust
it shows towards its vendors is commendable. They have a very transparent approach
right from the development stage, negotiations and till the commencement of supplies.
We believe to go further ahead with the experience gained in working with them over
the years and with the hand-holding and rock-solid trust of Tata Motors in the years
to come. Working with the Tata brand for the past nearly 25 years has made us bag
orders from other domestic and global vehicle manufactures as well.

Mr. Muzammil Shaikh, Director, Pacoline Industries Pvt. Ltd.

We attribute our success to the unmatched lessons we have learnt from Tata Motors. It
is certain that a well-diversified group like the Tata Group will be an example for
millions of Indians. The innovation, design, sales, production and penetration by Tata
Motors not only in the Indian market but also at the international level deserves
applause.

We take this opportunity to wish the entire team of Tata Motors great success on the
occasion of their Diamond Jubilee and many more milestones to be achieved in the
future.
 Mr. Suresh Kumar Arora, Managing Partner, KKTC, on behalf of the
KKTC-FUWA Team

Tata Motors commercial vehicles have been a catalyst towards goods movement,
rapid development of infrastructure, seamless people transportation and even last-
mile transportation in India.

From providing safe transportation means for our brave soldiers on the border to
making sure that milk reaches our homes fresh and clean every morning, Tata Motors
truly has a vehicle for all possible applications. It is due to such innovation and
reliability that the company commercial vehicles unit has stood the test of time and
will continue to do so for many more years.

We at Pandit Automotive have been associated with Tata Motors as dealers since the
past 58 years. We are proud to state that we are part of their close-knit family and
through our humble efforts have also contributed in our own small way to this
legendary success story.

Siddhartha Gokhale, Executive Director, Pandit Automotive Pvt. Ltd.

-
 MAJOR MILESTONES IN THE SIX-DECADE JOURNEY

1954

Collaboration with Daimler Benz AG, West Germany, for manufacture of medium
commercial vehicles. The first vehicle was rolled out within 6 months of the
contract.

1961

50,000th vehicle rolls out of the Telco Works at Jamshedpur. The picture shows Mr.
H.A. Stoehr, Technical Director and Manager, Auto Division, Telco, handing over
the vehicle keys to Mr. N. Annaswamy, Sales Manager, Telco, as Mr. M.M. Gupta,
Deputy Transport Commissioner, U.P. Roadways looks on

1965
Delivery of the 1,00,000th Tata Mercedes-Benz truck by Telco on June 3, 1965, at its
Jamshedpur works.

The photograph shows (from left) Mr. A.H. Tobaccowala, Agent, Lt. Gen. S.D.
Verma, General Manager, Telco Works, Jamshedpur, Mr. A.K. Sanghi, Supreme
Motors, Telco dealer in Delhi, Mr. D.S. Narayanan, Acting Sales Manager, Telco,
Sardar Kartar Singh, owner of the older TMB truck. Mr. S. Moolgaokar, Director-in-
charge, Telco, and Mr. F.H.K. Vorhang, Deputy General Manager, Automobile
Division, Telco, Jamshedpur.

1986

Production of first, indigenously designed, light commercial vehicle (LCV) Tata

407, followed by Tata 608

1993
Joint venture agreement signed with Cummins Engine Co. Inc. for the manufacture
of high horsepower and emission friendly diesel engines.

Power quote from the past: Telco is proud to introduce this technology in
collaboration with Cummins, making it the first Indian manufacturer to offer
commercial vehicles meeting Euro-I emission norms, a year before these norms are
due to be introduced in the country. This trendsetting project reaffirms Telcos
commitment to make passenger and goods transport even more efficient,
environmentally-friendly and safe.

Mr. Ratan Tata, Telco Chairman

2004

Acquisition of Daewoo Commercial Vehicle Company

Power quote from the past: This is indeed a major step for Tata Motors and a
milestone for the group in its quest for globalization. I am confident that both
companies will derive considerable benefits from this agreement.

Mr. Ratan Tata, Chairman, Tata Group

 2005

Launch of Indias first mini-truck Tata Ace

Power quote from the past: It has always been our desire to anticipate demand and
develop products to meet the emerging needs. We perceived that there would be a
growing demand for a safe, reliable and versatile 4-wheel very light commercial
vehicle for carrying goods and people. It would facilitate inter-city transport and
extensively connect towns and villages in rural India. I believe the Tata Ace will
deliver excellent value to its owners and operators.

Mr. Ratan Tata, Chairman, Tata Group

2009

Launch of Tata Prima, new world standard truck range with the best of inputs and
technologies in styling, engines, transmission, suspension, chassis frames,
fabrication and dies from partners based in countries like Italy, Germany, Sweden,
the US, Japan and South Korea.
Power quote from the past: The developing infrastructure in India makes it possible
for transporters to reap the benefit of trucks with higher power, speed and carrying
capacity. The new range from Tata Motors will meet those needs. It will also help us
penetrate international markets more effectively and competitively.

Mr. Ratan Tata, Chairman, Tata Group

2009

Tata Marcopolo Motors Dharwad plant begins production.

2012

Tata Motors plant at Dharwad comes on stream with production of Tata ACE Zip
and the Tata Magic IRIS.

Power quote from the past: We are very delighted to commence manufacturing
operations in Dharwad and further expand our operations in the country. This move
is integral to Tata Motors dominant presence in the commercial vehicles market.
 Mr. P.M. Telang, MD India Operations, Tata Motors

2012

Tata Ace races through the one-million mark in just 2,680 days since launch.

2013

Tata Motors Jamshedpur plant rolls out its two millionth truck

Power quote from the past: We are proud that the mother plant of the company,
from where our operations started, has today released its 2 millionth truck. We have
modernised the plant through the years, which today produces our most
technologically rich and high performing civilian and defence products, catering to
customers across the world.

Mr. Karl Slym, Managing Director, Tata Motors

2014

Tata Prima LX range launched, making the world-class platform more affordable for
customers.

2014

Tata Motors brings truck racing to India with the T1 Prima Truck Racing
Championship.

Power quote from the past: Through the T1 PRIMA Truck Racing Championship,
we are introducing yet another pioneering initiative in the Indian trucking space.
With this, we are not only adding an exciting new dimension to one of the largest
trucking markets in the world, but also connecting our passion for trucks to the
larger Indian audience.

Mr. Karl Slym, Managing Director, Tata Motors Ltd.

 2014

New Intermediate and Light Commercial Vehicle platform Ultra launched.

Tata Motors celebrates 60 years of trucking excellence

 We congratulate Tata Motors on their eventful 60
years journey in the Indian automobile industry. Our association with Tata Motors is
over two decades, and we express our sincere thanks to their entire team for this long
association. We wish Tata Motors many more years of success and assure our strong
commitment to work together in building infrastructure across the globe.

Mr. R. Vasudevan, Senior Vice-President and Head Global Sales,

Wipro Infrastructure Engineering

Alpha Drives is engaged in working with

Tata Motors Ltd. (TML) for the past 10 years. We have been working with TML ERC
on a variety of projects and have come up with PTOs to match their latest range of
gearboxes. While our engagement with them is primarily on the technical level, our
PTOs get fitted on their trucks as OE fitment by our prime customers such as Wipro,
Hyva, TAL and Hypratech. Our PTOs are also fitted in the aftermarket on applications
built on Tata Trucks by specialist vehicle builders.

We enjoy working with TML NPI and ERC teams. Our engagement with TML has
resulted in Alpha Drives developing the largest range of PTOs for Tata Trucks,
ranging from Tata Ace to Prima and their HCVs.

We came under the then Telco in December 1962 after Goas

liberation. During the earlier years Telco used to be quite small producing only one type of
vehicle. Dealers interaction with Telco was like in a family. Until Telco started becoming big
with a range of products. Their office was moved from one floor of the Army and Navy
Building to a modern tower, the World Trade Centre. All along, even after it became quite big,
the relationship continues. Every decision is taken together by mutual understanding. As
years pass by, I expect more professionalism in the company, and I am sure the family style

atmosphere would continue.

We wish Tata Motors for its long journey

through the automotive industry and many more years to come. We have been associated with them from last 13 years for supply
of Suction pads ejectors for their presslines and to improve their productivity. They have competent technical and commercial
teams who go into details to improve their working conditions and productivity.

Mr. Philip J Mani, MD Sales & Marketing, Schmalz India Pvt. Ltd.
Tata Motors Ltd. the largest producer of Commercial Vehicles in India, commanding
around 60 % of Indian commercial vehicle market,has been our prestigious customer
since 2006. Association between Omax Autos Ltd the Largest Medium & Heavy
Commercial Vehicle Frame Assembly supplier in India & Tata Motors Ltd.

began when TML took decision of moving entire Pune

Heavy Duty Commercial Vehicle production to Lucknow as part of their growth plans &
decided to outsource the products like Frame Assembly & Cabin Assembly. It was a
privilege for OAL to be selected amongst many leading suppliers, when TML conducted
various audits to assess robust systems processes & the knowledge base & finalised
Omax as their partner in their growth journey in Lucknow.
TML & OAL worked out the project & told Omax to set up a greenfield project on 12
acres of land in TML vendor park. Operations at Omax Lucknow plant commenced in
September 2009 with production of Truck and Bus Chassis frames Assembly & since
then have been supplying quality products to TML. Omax has won Tata Motors National
Delivery Excellence Award for 3 years in row 2012, 2013 & 2014. We honor our
association with TML & will always work progressively with TML as their partners in
growth.

Tags: Commercial Vehicles Janta Roadways Tata Motors TATA MOTORS completes 60 years TEXSPIN