The Rs 48,000-crore Tata Group is keen to show off its technology face. It is kicking off a corporate campaign that will define the group's role in improving the quality of life through its foray into technology.

So whether it's Tata Consultancy Services' branded software MasterCraft that automates software writing or Tata Chemicals' satellite imaging systems and digitised land mapping that helps small farmers in Uttar Pradesh, the group is keen to display its expertise in technology. "If you asked my grandfather what the Tatas stood for, he will probably say textiles, while my father would say its steel or hotels. But, I hope that my son would think that the Tatas represent telecom and information technology," says Tata Sons executive director R. Gopalakrishnan.

The Tatas are also keen to consolidate their image as a corporate group that is built on distributed, institutionalised entrepreneurship. "As a group we are looking at economic advancement of the nation rather than just being an aggressive, sharp-shooting, rags to riches story," says Mr Gopalakrishnan.

The group's corporate campaign is a part of a multi-pronged strategy to refresh the Tata brand, following three tracking studies over the last two years, based on surveys of 4,500 respondents each. While 
Mr Gopalakrishnan believes that the image of the Tata Group is evolving as a purposeful and dynamic entity from just a profitable business house that attracts talent.

He is clear that the Tatas are also moving from a product-led to a brand-centric group. "In about ten years, we are looking at 70 per cent of our turnover comprising branded goods and services like information technology, telecom, hotels, cars and tea," he added.