While many technology success stories are loud and headline-driven, Tata Elxsi’s journey has been defined by quiet, consistent innovation. Designed to Win: The Tata Elxsi Story (Penguin) brings this understated success into focus, tracing how one of the Tata Group’s most influential companies built global leadership across transportation, media and telecom, and healthcare through design-led thinking and cutting-edge technology.

The book draws on first-hand experience to offer practical lessons in leadership, strategy and innovation—making it a compelling read for business leaders, professionals, young engineers and startup founders alike. Equally inspiring for young engineers and startup founders, the book offers leaders and managers a candid, unvarnished account of corporate transformation and sustained innovation.

Extract:

We went back to basics. The key was improving our cash reserves, which could be used to acquire productive assets and invest in successful business strategies.

The only solution that fitted our thinking was to go in for a rights issue of shares and raise more money.

We presented this idea to Mr Tata and a few senior executives at Bombay House. Mr Tata immediately responded, ‘Who would invest more in a loss-making company?’ But we were confident about our tomorrow at Tata Elxsi, and I was confident that........

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