The eight blue chips in the Tata empire acquired a right to use the new logo (designed by British image advisory firm Wolff Olins) by signing a brand equity and business promotion (BE-BP) agreement with Tata Sons. "By the year 2000, all the group companies will qualify for it," said Irani.

He said he was "personally working on" six of the 13 Tisco subsidiaries, that hoped to make the grade. Aspirants would be assured of the tremendous brand equity that the "Tata" name commands, in return for a fee and a commitment to group synergy.

The eight companies that have already opted for the "Tata" logo are Tata Steel, Telco, Tata Electric Company (TEC), Tata Consultancy Services (TCS), Tata Tea, Tata Chemicals, Tata Industries and Tata International. "Weare trying to create the Tata brand equity," said Irani, pointing out that the trend had already been set by other corporate giants. Mitsubishi, for instance, has 500 companies bound by a common logo.

The "common face for the world" was also intended to create a "closer sense of belonging" within the group companies, Irani said. So far, he added, "they were all fine, (but) individual companies."

The inner circle within the Tata group (bound by a white "T" on a blue oval) will adhere to a common code of conduct and a commitment to promote the "Tata" brand equity. Tata Sons, which owns the logo, will shoulder the responsibility of promoting and safeguarding the logo and the Tata name.