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The absolute nature of faith in the Tata brand and in Ratan Tata himself makes any engagement with dodgy issues, even if it is by way of spirited refutation, damaging for the brand. For the Tata business, Ratan Tata’s detailed defence in his reply to Rajeev Chadrashekhar may have been the appropriate move, but for the brand it mires him further in a controversy that can only muddy his reputation regardless of what is defence is.
The more Ratan Tata engages with this question, the less it matters what he says. For the biggest issue for brand Ratan Tata is not that whether he has an answer to the questions that are being asked, it is the fact that there is at all a question. That is a problem unique to him for we hold very few other business leaders in such high esteem. But it is a problem nevertheless.
The Economic Times, Monday 13th December 2010
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