Designed to Win : The Tata Elixsi Story | Hardcover

Designed to Win: The Story of Tata Elxsi

Format: Hardcover
Pages: 272
Date of Release: 29 November 2025

Designed to Win tells the remarkable turnaround story of Tata Elxsi, one of the most valuable yet least understood companies in the Tata Group. Written by S. Devarajan, this book reveals how Tata Elxsi transformed itself from a debt-ridden company on the brink of bankruptcy into a global leader in electric vehicle design, embedded systems, and technology innovation.

The book explores Tata Elxsi’s pioneering work in electric mobility, electric energy solutions, and product engineering, as well as its critical role in shaping Smart TVs, OTT platforms, set-top boxes, and cloud-based media services. With global clients including Ford, Jaguar Land Rover, Nissan, Mahindra, Motorola, Panasonic, Comcast, and Echostar, Tata Elxsi’s journey is a masterclass in strategy, innovation, and execution.

Blending business storytelling with practical insights, the book examines the leadership choices, cultural shifts, and strategic bets that fueled sustained growth. It offers valuable lessons in entrepreneurship, sales, marketing, strategy, and management, making it essential reading for business leaders, investors, and students of corporate transformation.

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