Meet Jamsetji Tata, the icon whose big ideas helped build modern India. In Jamsetji Tata, R. Gopalakrishnan and Harish Bhat reveal how Tata’s vision turned into reality with projects like Tata Steel and the Indian Institute of Science. This compelling account explores how Tata’s relentless pursuit of excellence and self-reliance laid the foundation for India’s industrial prowess, reflecting his legacy continues to drive India’s growth even today.
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Tata Steel was one of the first great industrial enterprises conceptualized by Jamsetji Tata, founder of the Tata group. Jamsetji believed that steel was essential for the development of a nation. Therefore he was of the view that India should not depend entirely on imports of steel, but should have its own integrated steel plant.
By 1912, Tata Steel had begun production at its plant in Sakchi in eastern India (the town was later renamed Jamshedpur, in honour of Jamsetji Tata). The steel was of excellent quality, thus proving the sceptics wrong. During the First World War, the company supplied over 1,500 miles of steel rails to the Allied war effort in Mesopotamia. Over 8,000 tons of steel shells were made in the openhearth furnaces at Jamshedpur. The plant began running to full capacity on a twenty-four-hour schedule and still could not keep up with the demand, despite producing 150,000 tons of steel annually.
At this point, the leadership of the company—including Dorabji Tata and his partner R.D. Tata—analysed the emerging demand situation and concluded that after the war, India itself could absorb many times this amount of steel. By then Tata Steel was already supplying rails to Indian Railways. In addition, Tata Steel was also earning nice profits on the small consignments that it exported. In December 1916, Dorabji Tata was full of confidence as he spoke to his shareholders about the company’s bumper earnings, production at the plant being 30 per cent over the original capacity and its order book being totally full.
Buoyed by this success, the company began considering a plan of expansion to meet the high current and future demand. Charles Page Perin, who was in charge of this planning, initially recommended to the directors of the company a gradual increase in steel capacity, from 150,000 tons to 225,000 tons a year. He considered this to be a safe and prudent plan.
However, Dorabji Tata had a far more dynamic and ambitious plan in mind. He spoke passionately to the directors about his father Jamsetji Tata’s vision of a selfreliant and strong nation, which was at the heart of his dream for Tata Steel. He recommended a vast expansion programme, which would eventually supply India’s entire requirements of steel. To begin with, this would entail an expansion of the steel-making capacity at Jamshedpur by five times. Dorabji also said he would raise all the required capital from Indian investors.
This ambitious expansion plan, called the ‘TISCO greater extensions programme’, began in right earnest by 1917. However, it ran into a number of difficulties. Tata Steel was compelled to purchase materials at high wartime prices. There were labour strikes in England and a shortage of skilled labour in India. In addition, the Indian rupee depreciated during this time. As a result, the capital cost of the expansion programme, which had been budgeted at Rs 6.8 crore, rose more than three times to Rs 19.6 crore. Additional funds had to be raised from the shareholders because the company’s profits could not support such huge sums of expenditure.
And then, suddenly, after the First World War ended, the company’s profits declined precipitously. This happened because of several factors. Belgium began dumping its steel at very low prices in the Indian market, which had no tariff protection at that time. In addition, Japan, which was Tata Steel’s largest customer of pig iron, was hit by a huge earthquake (the Great Kanto earthquake) in 1923. One of the worst natural disasters ever to strike Japan, the earthquake reduced the country’s financial capability to purchase steel.
By the end of 1923, demand for Tata Steel’s products had fallen significantly and the company’s profits had declined to nearly break-even levels. On the other hand, significant funds had been expended in expanding the plant. This led to a severe cash crunch, and some of the company’s directors even suggested that it go to the British government of India with a request to be taken over by it. R.D. Tata, Dorabji’s partner, rose in angry indignation when he heard this suggestion. He pounded his fists on the table and declared that such a day would never come as long as he lived.
While we do not know what thoughts went through R.D. Tata’s mind when he said this, it is quite likely that he recalled Jamsetji Tata’s objective in establishing Tata Steel—a swadeshi Indian steel company, dedicated to the nation. Instead, what Dorabji and he had in mind was an alternative plan to negotiate with the government to consider imposing reasonable tariffs that would protect Tata Steel from unfair competition from tariff-free European steel.
However, such a plan would take time to materialize, particularly because it involved government policy. In the meanwhile, Tata Steel continued to reel under its immediate miseries, with very little cash in hand to keep operations alive. Dorabji and R.D. Tata struggled to raise funds in the adverse post-war environment. Then, one day, in 1924, a telegram arrived from Jamshedpur at Dorabji Tata’s table, bearing bad news. It simply said that there was not enough
money left to pay wages to the employees of Tata Steel. Would the fledgling company survive, or would it be forced to shut down? Would Jamsetji Tata’s dreams and visions of creating India’s first integrated steel plant come tumbling down? In November 1924, it appeared that Tata Steel was on the verge of closing down.
But Dorabji Tata was a man inspired by the ideals and principles of his father. To him, paying the employees their wages took precedence over everything else because it was livelihoods at stake. He knew that he had to save the company so that it could survive these very difficult times. At that point he took a step that has gone down in the history of the company as the act that saved Tata Steel. His wife and he decided to pledge their entire personal wealth, which came to around Rs 1 crore, to raise funds for Tata Steel. This included all the jewellery owned by his wife, including the famed Jubilee Diamond. This fabulous diamond, weighing 245.35 carats, was twice as large as the legendary Kohinoor and had been gifted by Dorabji to his beloved wife Meherbai many years earlier.
Against Dorabji’s pledge of his personal wealth, the Imperial Bank of India provided the Tatas with a loan of Rs 1 crore. This money was used to pay the wages of the workers at Tata Steel and also to fund the company for the short term. Thanks to this, production of steel at Jamshedpur continued without any significant interruption. The company’s greatest crisis had been averted, and Tata Steel survived.
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Get your copy of Jamsetji Tata by Harish Bhat and R Gopalakrishnan on Amazon or wherever books are sold.
As we bid farewell to the legendary Ratan Tata, his legacy remains etched in the annals of business and philanthropy. Known for his visionary leadership and unwavering commitment to ethical practices, Tata’s influence extends far beyond the boardroom. In this tribute, we explore some of the most remarkable contributions and moments that defined his extraordinary life and career.
In 1868, Jamsetji Tata, a visionary of his time, lit the flame that went on to become Tata and its group of companies. This business grew into an extraordinary one. One that some may even call ‘the greatest company in the world’. Over the decades, the business expanded and prospered under the leadership of the various keepers of the flame, such as Sir Dorabji Tata, J.R.D. Tata and Ratan Tata, to name a few. But one day, the headlines boldly declared that the chairman of the board of Tata Sons, Cyrus Mistry, had been fired.
What went wrong?
In this exclusive and authorized book, insiders of the Tata businesses open up to Peter Casey for the first time to tell the story. From its humble beginnings as a mercantile company to its growth as a successful yet philanthropic organization to its recent brush with Mistry, this is a book that every business- minded individual must read.
Jamsetji Tata pioneered modern Indian industry. He has been a key catalyst in the economic growth and development of the country.
From Empress Mills to the Iron and Steel Plant, from the establishment of Indian Institue of Science to the building of the Taj Mahal Hotel, Jamsetji’s vision made India stand tall. In this carefully researched account, R Gopalakrishnan and Harish Bhat provide insights into the entrepreneurial principles of Jamsetji that helped create such a successful and enduring enterprise.
In For the Love of India, R.M. Lala has drawn upon fresh material from the India Office Library in London and other archives, as also Jamsetji’s letters, to portray the man and his age. It is an absorbing account that makes clear how remarkable Jamsetji’s achievement truly was, and why, even now, one hundred years after his death, he seems like a man well ahead of the times.
The Creation of Wealth is R.M. Lala’s bestselling account of how the Tatas have been at the forefront in the making of the Indian nation-not just by their phenomenal achievements as industrialists and entrepreneurs but also by their significant contributions in areas like factory reforms, labour and social welfare, medical research, higher education, culture and arts, and rural development.
A diamond twice as large as the famous Kohinoor pledged to survive a financial crisis; a meeting with a ‘relatively unknown young monk’ who later went on to be known as Swami Vivekananda; the fascinating story of the first-ever Indian team at the Olympics; the making of India’s first commercial airline and first indigenous car; how ‘OK TATA’ made its way to the backs of millions of trucks on Indian highways; a famous race that was both lost and won; and
many more.
#TataStories is a collection of littleknown tales of individuals, events and places from the Tata Group that have shaped the India we live in today.
The Tata Saga is a collection of handpicked stories published on India’s most iconic business group. The anthology features snippets from the lives of various business leaders of the company: Ratan Tata, J.R.D. Tata, Jamsetji Tata, Xerxes Desai, Sumant Moolgaokar, F.C. Kohli, among others. There are tales of outstanding successes, crushing failures and extraordinary challenges that faced the Tata Group.
From steel to beverages and from supercomputers to automobiles, TATA companies have broken new ground and set new standards of excellence over the past two decades. Tatalog presents eight riveting and hitherto untold stories about the strategic and operational challenges that TATA companies have faced, and the forward thinking and determination that have raised the brand to new heights.
An exhaustive and unforgettable portrait of India’s greatest and most respected industrialist. Written with J.R.D. Tata’s co-operation, this superb biography tells the J.R.D. story from his birth to 1993, the year in which he died in Switzerland. The book is divided into four parts: Part I deals with the early years, from J.R.D’s birth in France in 1904 to his accession to the chairmanship of Tatas, India’s largest industrial conglomerate, at the age of thirty-four; Part II looks at his forty-six years in Indian aviation (the lasting passion of J.R.D’s life) which led to the initiation of the Indian aviation industry and its development into one of India’s success stories; Part III illuminates his half-century-long stint as the outstanding personality of Indian industry; and Part IV unearths hitherto unknown details about the private man and the public figure, including glimpses of his long friendships with such people as Jawaharlal Nehru, Mahatma Gandhi, Indira Gandhi and his association with celebrities in India and abroad.
A deepdive into the Tata universe, The Tata Group brings forth hitherto lesser-known facts and insights. It also brings you face-to-face with the most intriguing business decisions and their makers. How did Tata Motors turn around Jaguar Land Rover when Ford failed to do so? Why wasn’t TCS listed during the IT boom? Why wasn’t Tata Steel’s Corus acquisition successful?
The TCS story is one of modern India’s great success stories. In this fascinating book, S. Ramadorai, one of the country’s most respected business leaders, recounts the steps to that extraordinary success, and outlines a vision for the future where the quality initiatives he undertook can be applied to a larger national framework.
Before Jeh started India’s first airline and changed the way the nation travelled, he was a boy who dreamt of flying.
On the 118th birth anniversary of the Father of Aviation in India, J.R.D Tata, read this excerpt from Harish Bhat’s #Tatastories about how the man who championed the art of giving taught lessons to the world to strive for excellence.
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J.R.D. Tata was the founder of Tata Airlines, which went on to become Air India. Way back in the 1940s and 1950s, this airline was the first Indian global entity, proudly taking the Indian flag to international skies. In 1948, Air India inaugurated its first international service, from Mumbai to London, a proud moment for the country.
J.R.D. was determined to make Air India the best airline in the world, notwithstanding the fierce competition from a host of other global airlines. For him, this was essential, because Air India was not just an airline, but a proud carrier of India’s image across the world. During the inaugural international flight, on which he also flew, he watched carefully for the reactions of passengers, and was greatly relieved when everything went very well, including landing in London right on time. He said, ‘It was for me a great and stirring event . . . seeing the Indian flag displayed on both sides of the Malabar Princess [the name of that particular aircraft] as she stood proudly on the apron at the airports of Cairo, Geneva and London filled me with joy and emotion.’
Thereafter, he was obsessed with making the airline special, and he knew that this required the highest standards of customer service and excellence. He told the airline’s employees, ‘I want that the passengers who travel with us do not have occasion to complain. I want to establish that there is no airline which is better liked by passengers, that is safer and more punctual, where the food and service is better, and which sets a better image than Air India.’
As early as 1949, with constant attention to every small detail, these aspirations were coming true. In fact, the prime minister of India, Pandit Jawaharlal Nehru, wrote to J.R.D. Tata on 7 May 1949, specifically complimenting him on the high quality offered by the airline. Nehru wrote: ‘This is just a brief letter to express my great appreciation of the quality of the Air India International Service. I have now travelled on four occasions between India and England in it, and the more experience I have had of it, the better I like it. I think that Air India International has played not an unimportant part in raising the prestige of India abroad . . . So, congratulations.’
Air India soon became legendary for its punctuality. Legend has it that people in Geneva, in those years, could set their watches to the time at which the Air India flight flew over their city. In those initial days, J.R.D. would fly one of the aircraft himself once every fifteen days. During these flights, he would insist on such high standards of accuracy that other pilots tried to dodge flying with him. The historian R.M. Lala tells us that on one such flight, J.R.D. asked his co-pilot, Capt. Visvanath, for the ground speed. ‘145 miles per hour,’ replied Visvanath. J.R.D. was not satisfied. He took out his slide rule, worked out his own calculations, and responded, ‘It’s 145.5.’ Those were the standards of accuracy he expected if the airline was to keep perfect time.
J.R.D. Tata’s blue notes were extraordinary in their attention to detail and relentless push for excellence in all matters big and small. After every Air India flight that he took, he would send these ‘blue notes’ to the management, summarizing his observations, including encouraging comments and scathing criticism. Here are some extracts from his notes in the year 1951, after he had flown Air India to Europe and back home: ‘Chairs: I found on VT-DAR that some of the seats recline much more than the others. As a result, those seats are more comfortable. I suggest that all our seats be adjusted for a maximum reclining angle, except, of course, the rearmost seats which are limited by bulkheads.’
And even more interesting is this note: ‘The tea served on board from Geneva is, without exaggeration, indistinguishable in colour from coffee . . . I do not know whether the black colour of the tea is due to the quality (of tea leaves) used or due to excessive brewing. I suggest that the Station Manager at Geneva be asked to look into the matter.’
Because of such meticulous attention to detail and excellence, Air India topped the list of airlines in the world in 1968 as per a survey done by the Daily Mail, London. In fact, in that same year, 75 per cent of Air India’s passengers were foreigners who came from countries with their own airlines. I have also heard that when Singapore wanted to launch an airline (now it is famous as Singapore Airlines), Prime Minister Lee Kuan Yew advised his team to study the high standards that had been set by Air India.
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In my office, for the past three decades, stands a quote from J.R.D. Tata, which guided his own actions, and which inspires me every single day. He said: ‘One must forever strive for excellence, or even perfection, in any task however small, and never be satisfied with the second best.’ Remember, for instance, his note on tea and coffee.
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Get a copy of #Tatastories from your nearest bookstore or online.
We’re all glued to the screen twenty-four hours of the day, no escape. Screens are our work and entertainment, both. What if you let the joy of reading be transferred from your eyes to your ears? Give your pupils some rest and let someone else do the talking.
You can enjoy these wonderful books through an engaging narrator, who reads you a wonderful story at your own pace. Your personal storyteller accompanying you on your walks, livening up your cooking sessions, your shotgun rider, your friend and your lullaby.
Here are some incredible audiobooks from multiple genres and authors for you to choose from:
Speaking of Films by Satyajit Ray
Speaking of Films brings together some of Ray’s most memorable writings on film and film-making. With the masterly precision and clarity that characterize his films, Ray discusses a wide array of subjects. He also writes about his own experiences, the challenges of working with rank amateurs, and the innovations in the face of technological, financial and logistical constraints. Ray provides fascinating behind-the-scenes glimpses of the people who worked with him. Translated for the first time by Bishay Chalachitra, this collection of essays retains the lucidity and simplicity that is a hallmark of Ray’s writing.
Diamonds in the Dust by Saurabh Mukherjea, Rakshit Ranjan, Salil Desai
Diamonds in the Dust offers Indian savers a simple, yet highly effective, investment technique to identify clean, well-managed Indian companies that have consistently generated outsized returns for investors. Based on in-depth research conducted by the award-winning team at Marcellus Investment Managers, it uses case studies and charts to help readers learn the art and science of investing in the US$3 trillion Indian stock market.
The book also debunks many notions of investing that have emerged from the misguided application of Western investment theories in the Indian context.
I’ve Never Been Unhappier by Shaheen Bhatt
Unwittingly known as Alia Bhatt’s older sister, screenwriter and fame-child Shaheen Bhatt has been a powerhouse of quiet restraint-until recently. In a sweeping act of courage, she now invites you into her head. Shaheen was diagnosed with depression at eighteen, after five years of already living with it. In this emotionally arresting memoir, she reveals both the daily experiences and big picture of one of the most debilitating and critically misinterpreted mental illnesses in the twenty-first century.
A Childhood in Tibet by Thérèse Obrecht Hodler
Tendöl Namling was born at the time when the Dalai Lama fled from Lhasa. As the daughter of a high government official, she underwent the ordeal of ‘re-education’ with full force. When Tendöl turned 10 her brother was arrested and her mother sentenced to ten years in prison. She was sent to work in road construction for several years. At the age of 20 she was allowed to start an apprenticeship as a motor mechanic. After 22 years under the Chinese rule, she left China in 1982 and landed in Switzerland. It felt as if she had to start her life all over again. She struggled but didn’t give up and founded a family and a business while reconciling with her painful past. In Tendöl’s words, ‘this little book is dedicated to all the Tibetans who continue to rebel against the Chinese occupation’.
Harsh Realities: The Making of Marco
By Harsh Mariwala
Breaking away from the shackles of family-run Bombay Oils Industries Ltd, Harsh Mariwala founded Marico in 1987. Today, the homegrown Marico is a leading international FMCG giant which recorded an annual turnover of over Rs 8000 crore last year. Their products, like Parachute, Nihar Naturals, Saffola, Set Wet, Livon and Mediker, are market leaders in their categories.
Co-authored by leading management thinker and guru, Ram Charan, this book is a story of grit, gumption and growth, and of the core values of trust, transparency and innovation that lead the company even today.
The Smart Business Guide to China E-Commerce
Frank Lavin
This book is a quick and punchy read and useful for consumers, brands, retailers and entrepreneurs, covering critical areas such as the difference between Chinese and American consumers, case studies of succsess and failure in China, main platforms and social media channels, etc. It also helps in studying how to deal with market entry challenges, trademark registration and product approval and how to compete and win in the most challenging and promising retail market in the world.
Brand Activism by Philip Kotler and Christian Sarkar
What happens when businesses and their customers don’t share the same values? Or, for that matter, when employees of a company don’t share the same values as their executives? Welcome to the world of Brand Activism.
Brand Activism consists of business efforts to promote, impede, or direct social, political, economic, and/or environmental reform or stasis with the desire to promote or impede improvements in society. It is driven by a fundamental concern for the biggest and most urgent problems facing society. Brand Activism: From Purpose to Action is about how progressive businesses are taking stands to create a better world.
#TataStories by Harish Bhat
#TataStories is a collection of littleknown tales of individuals, events and places from the Tata Group that have shaped the India we live in today.
A diamond twice as large as the famous Kohinoor pledged to survive a financial crisis; a meeting with a ‘relatively unknown young monk’ who later went on to be known as Swami Vivekananda; the fascinating story of the first-ever Indian team at the Olympics; the making of India’s first commercial airline and first indigenous car; how ‘OK TATA’ made its way to the backs of millions of trucks on Indian highways; a famous race that was both lost and won; and
many more.
A whole bag of genres and stories to choose from! Take your pick, put on your earplugs and boast about finishing a book sooner than you’d think!
Yes, six months have passed since 2021 began. Under normal circumstances, a June mood-board would probably be filled with things like citrus fruit, travel plans, swimsuits, bright colours and pretty food. Much like Darwin theorised though, we evolve to take advantage of the resources we have. The one thing we’ve always got is our books. That is why our mood board for the month has taken a slightly more mellow and serene turn with iced coffee, a lounge chair, flowers, a beautifully organised bookshelf and most certainly enough time to sit and enjoy those things. Can you visualise it?
Enjoying the contents of a book is not the only experience we amass, but the whole adventure of reading, accompanied by associated sights, sounds, tactile feelings and memories of when and where we read, becomes something we can reminisce about. Be it old or new, books are forever… unless you have an overwhelming termite problem(they have an appetite for books just like we do), in which case, please do treat that as you stock up on these titles we’ve got for you through June.
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Sach Kahun Toh
In Sach Kahun Toh, actor Neena Gupta chronicles her extraordinary personal and professional journey-from her childhood days in Delhi’s Karol Bagh, through her time at the National School of Drama, to moving to Bombay in the 1980s and dealing with the struggles to find work. It details the big milestones in her life, her unconventional pregnancy and single parenthood, and a successful second innings in Bollywood. A candid, self-deprecating portrait of the person behind the persona, it talks about her life’s many choices, battling stereotypes, then and now, and how she may not be as unconventional as people think her to be.
Believe
Believe, Sachin Tendulkar told him – and he took it to heart, getting the word etched on his arm as a tattoo.
In this book, Suresh Raina takes us through the challenges he faced as a young cricketer. He was bullied as a child, but he overcame every adversity life threw at him and never gave up. This is the story of the lessons he learnt and the friendships he built.
Peppered with invaluable insights – about the game and about life – that Raina acquired from senior colleagues, this book will make you believe in the power of hard work, love, luck, hope and camaraderie. It is a journey through the highs and lows in the career of a man who saw his world fall apart and yet became one of the most influential white-ball cricketers India has ever seen.
The Heartbeat of Trees
This book marks a powerful return to the forest, where trees have heartbeats and roots are like brains that extend underground, where the colour green calms us and the forest sharpens our senses. In The Heartbeat of Trees, renowned forester Peter Wohlleben draws on new scientific discoveries to show how humans are deeply connected to the natural world. In an era of cell-phone addiction, climate change and urban life, many of us fear that we’ve lost our connection to nature. But Wohlleben is convinced that the age-old ties linking humans to the forest remain alive and intact. Drawing on science and cutting-edge research, The Heartbeat of Trees reveals the profound interactions humans can have with nature, exploring the language of the forest, the consciousness of plants and the eroding boundary between flora and fauna.
A perfect book to take with you into the woods, The Heartbeat of Trees will help you see, feel, smell, hear and even taste the forest. Peter Wohlleben, renowned for his ability to write about trees in an engaging way, reveals a wondrous cosmos where humans are a part of nature, and where conservation and environmental activism is not just about saving trees-it’s about saving ourselves, too.
#Tatastories
The Tatas have a legacy of nation-building over 150 years. Dancing across this long arc of time are thousands of beautiful, astonishing stories, many of which can inspire and provoke us, even move us to meaningful action in our own lives.
A diamond twice as large as the famous Kohinoor pledged to survive a financial crisis; a meeting with a ‘relatively unknown young monk’ who later went on to be known as Swami Vivekananda; the fascinating story of the first-ever Indian team at the Olympics; the making of India’s first commercial airline and first indigenous car; how ‘OK TATA’ made its way to the backs of millions of trucks on Indian highways; a famous race that was both lost and won; and
many more.
#TataStories is a collection of little-known tales of individuals, events and places from the Tata Group that have shaped the India we live in today.
Anti-Clock
Hendri, the coffin maker, has one goal in life: to see the dead body of his nemesis Satan Loppo being lowered into the coffin he has painstakingly carved. For it was Loppo who defiled his beloved Beatrice, and let loose his hellhound Hitler upon Hendri, giving him a permanent limp.
From inside his coffin shop, Hendri watches the world go by even as he prepares to deliver justice upon Loppo. He is confronted by the son of his best friend becoming enamoured with Loppo’s wealth, Loppo’s evil designs towards the hills of Aadi Nadu, and his own Christian guilt that regularly comes to haunt him. Until he meets Pundit, a 112-year-old watchmaker who was part of Bose’s Indian National Army and is building an ‘Anti-Clock‘, which can turn back time. When Loppo too hears of the Anti-Clock and desires to possess it, the inevitable battle becomes a reality.
This philosophical novel translated from Malayalam is a winner of multiple awards.
The Startup Wife
Meet Asha Ray. Brilliant coder and possessor of a Pi tattoo, Asha is poised to revolutionize artificial intelligence when she is reunited with her high school crush, Cyrus Jones.
Cyrus inspires Asha to write a new algorithm. Before she knows it, she’s abandoned her PhD program, they’ve exchanged vows, and gone to work at an exclusive tech incubator called Utopia.
The platform creates a sensation, with millions of users seeking personalized rituals every day. Will Cyrus and Asha’s marriage survive the pressures of sudden fame, or will she become overshadowed by the man everyone is calling the new messiah?
In this gripping, blistering novel, award-winning author Tahmima Anam takes on faith and the future with a gimlet eye and a deft touch. Come for the radical vision of human connection, stay for the wickedly funny feminist look at start-up culture and modern partnership. Can technology-with all its limits and possibilities-disrupt love?
Right Between the Ears
Right Between the Ears reveals the secrets that allow brands to open up hidden domains in our minds through powerful psychological triggers. The power of cognitive brands is not accidental; it is architected by applying recent scientific advances in fields as disparate as psychology, behavioural economics, social anthropology and cognitive neuroscience. These consilient techniques now allow us to peer into the soul of a brand as never before.
Marketers have created truly phenomenal brands in the past. However, until now, our understanding of brain science was not quite enough to explain why some brand campaigns become so iconic while others fizzle. This book provides a new lens with which we can deconstruct those successes and failures. It takes the reader on a rollicking ride through examples and stories of brands as timeless as De Beers, Mastercard, Allstate and Guinness, as well as modern-day wonders like Madison Reed, Allbirds and Warby Parker.
The book is called Right between the Ears because that is where the brain is. Psychologists sometimes say that everything about sex happens not where you think but right between your ears. Everything about brands, too, happens there. This book reveals all you need to know to build your own epic brands.
The Story of The Sikhs
The power of storytelling meets the colourful history of the Sikh faith in The Story of the Sikhs. In this book, author Sarbpreet Singh helps us reimagine the lives of the Sikh Gurus through a rich narrative that that intricately weaves in selections from the Guru Granth Sahib, the Dasam Granth and epic Braj poetry.
Starting from the birth of the first guru, Guru Nanak, the book charts the lives of the ten Gurus. Through carefully curated stories, the book does not just show the egalitarian ideals and compassionate worldview that have come to define the faith, but also sheds light on the historical context that defined the foundational principles which guided Sikhs during the era of each Guru.
Sarbpreet has deliberately approached this retelling as a storyteller rather than as a student of history in an attempt to make the work accessible and engaging. Immersive and expansive, The Story of the Sikhs is a tour de force that weaves a multi-dimensional tapestry of narrative and poetry.
Little America
Born in a Karachi slum, Sharif Barkati became obsessed with “American” ideas of love and freedom at a very young age. He began to dream of a public place in the city that did not follow the rules, where people would be free to say and do whatever they wanted under open skies, away from the conservative eyes of Pakistani society.
With the help of his friend Afzal – and TJ, an extremely wealthy Pakistani-American – Sharif was able to realize his dream in the form of a colossal compound on the Karachi coast, full of bars, cafes, clubs, and the people of Karachi strolling about, hand in hand.
They called it Little America.
Now in prison, Sharif tells the story of his life in a letter to his favourite novelist, hoping that he will turn it into a literary masterpiece. At once a rollicking journey around the mind of a man desperate to be free, an allegory of the neo-colonial endeavour, and an investigation of the desire to emulate the perceived superior while desperately trying to hold on to one’s own cultural identity, Little America asks the question: What, really, is freedom, and what can be sacrificed in its name?
A Map of Longings
This first definitive biography of Agha Shahid Ali offers a rich portrait of the poet and the world he inhabited.
Shahid is widely regarded as one of the finest poets from the Indian subcontinent, and his works are read across the world, touching millions of lives. A pioneer of ghazal writing in English, he wrote extensively about loss, nostalgia and home. A witness to the conflict that ravaged his homeland Kashmir, a loss he lamented in his collection The Country without a Post Office, Shahid has today become a symbol of hope in a violent world.
In this biography, Manan Kapoor explores the concerns that shaped Shahid’s life and works, following in the footsteps of the ‘Beloved Witness’ from Kashmir to New Delhi and finally to the United States. He charts Shahid’s friendships with figures like Begum Akhtar and James Merrill and looks at the lives the poet touched with his compassion and love. He also traces the complex evolution of Shahid’s evocative verses, which mapped various cultures and geographies, and mourned injustice and loss, both personal and political. Drawing on various unpublished materials and in-depth interviews with Shahid’s family, friends, students and acquaintances, Kapoor narrates the riveting story of a major literary voice and presents Shahid’s poetic vision, revealing not just what he wrote but also how he taught the world to live.
Green Humour for a Greying Planet
Green Humour for A Greying Planet is a curation of gag cartoons and comic strips based exclusively on wildlife and nature, perhaps the first of its kind. At a time when global warming, wildlife crimes and man-animal conflicts are at their worst, ‘Green Humour’ is sure to provide its readers some much needed comic relief. A comprehensive and satirical take on various aspects of the natural world and the threats to its conservation, this book will appeal to both the scientifically inclined readers as well as the general readers.
How to Get Glass Skin
Glass skin is not just limited to Koreans. Each one of us can get flawless, dewy skin. However, this dream skin cannot be achieved overnight. How to Get Glass Skin will take you through all the steps to be followed in your morning-to-night routine of double cleansing, toning, moisturizing, application of serum, SPF application, facial oils and masking, according to your skin type and skin condition.
Dr Anupriya Goel, renowned skin specialist and medical director of the Berkowits chain of clinics, gives you an insight into the right kind of nutrition and supplements you should be taking, along with an understanding of the active ingredients that you must know of before investing in a product. This, and the latest advancements in skincare.
So what are you waiting for? Let your skin become glass-like and get addicted to the glow.
Looking Inward
The world as we know it in 2021 is worse than anything we have seen so far. Global warming, a pandemic, misinformation spreading like wildfires, fake news, riots, changing social structures and lifestyles-the ramifications of these events affect our health, relationships, productivity and, most importantly, have a lasting impact on our inner peace. It is in times like these that we feel stressed, acutely anxious and even depressed. And it is now more than ever that we need to look inward for strength, focus, happiness and resilience.
In Looking Inward, Swami Purnachaitanya helps you on your journey towards identifying the source of your anxiety, stress and restlessness, and provides you with the tools required to address and transcend them, using meditation to soothe distracted thoughts and refocusing your energy to being fully present in the moment. Every chapter includes enlightening stories, precious insights, and a ten-minute exercise that will take you one step closer to mastering your mind and building your own meditation practice.
Today, meditation is not a luxury, it is a necessity. This book helps you acknowledge the changing world while strengthening your inner energy reserves to better cope with it.
Ayurveda
This book is not a defence of Ayurveda. A sound, scientific framework of healthcare that has saved countless lives over 5000 years does not need defenders. It needs champions, and to be given wings. In a world that needs Ayurveda more than ever, Dr G.G. Gangadharan, who has been researching both the theory and the practice for the past thirty-five years, shows in his book the logic behind the science. He points out that our bodies are intelligent systems designed to keep most diseases at bay, but we must pay more attention to the signals they give us. Doing so comes with the implicit promise of true restoration. It is a promise to restore your bod and mind to its initial healthy state. Ayurveda has so much to offer; its simple application can transform daily life. In this book, you will find the secret to greater happiness through balance and long-lasting health-the idea that healthcare must address the individual as a whole and not just the disease.
Fighter Cock
Shikargarh, central India. An untamed wilderness ruled by a dissolute raja with a passion for sex, drugs and cockfighting. The raja’s Karianath fighter cocks are the undisputed champions of the area – but their reign is challenged by the new Aseel fighters imported by Teja, his bastard son, who also schemes to usurp his position.
Into this world arrives Sheru, a brooding stranger hired to work for the raja. As Sheru negotiates this wild land, he finds himself getting pulled into a deadly vortex of events that threaten to derail his destiny. But Sheru is a dangerous man with a dark past, and when he unleashes his fury, all hell breaks loose.
The Bombay Prince
November 1921. Edward VIII, Prince of Wales and future ruler of India is arriving in Bombay to begin a four-month tour. The Indian subcontinent is chafing under British rule, and Bombay solicitor Perveen Mistry isn’t surprised when local unrest over the royal arrival spirals into riots. But she’s horrified by the death of Freny Cuttingmaster, an eighteen-year-old female Parsi student, who falls from a second-floor gallery just as the prince’s grand procession is passing by her college.
Freny had come for a legal consultation just days before her death, and what she confided makes Perveen suspicious that her death was not an accident. Feeling guilty for failing to have helped Freny in life, Perveen steps forward to assist Freny’s family in the fraught dealings of the coroner’s inquest. When Freny’s death appears suspicious, Perveen knows she can’t rest until she sees justice done. But Bombay is erupting: as armed British secret service marches the streets, rioters attack anyone with perceived British connections and desperate shopkeepers destroy their own wares so they will not be targets of racial violence. Can Perveen help a suffering family when her own is in danger?
Rising Like a Storm
With King Lohar dead and a usurper queen in power, Gul and Cavas face a new tyrannical government that is bent on killing them both. Their roles in King Lohar’s death have not gone unnoticed, and the new queen is out for blood. What she doesn’t know is that Gul and Cavas have a connection that runs deeper than romance, and together, they just might have the strength and magic to end her for good.
Then a grave mistake ends with Cavas taken prisoner by the government. Gul must train an army of warriors alone. With alliances shifting and the thirst for vengeance growing, the fate of Ambar seems ever more uncertain. It will take every ounce of strength, love, and sacrifice for Gul and Cavas to reach their final goal and build a more just world than they’ve ever known.
1971
An under-strength Gorkha battalion undertakes the Indian Army’s first heliborne operation deep behind enemy lines, defeating a Pakistani force twenty times its strength. Fighters of the Indian Air force target the Government House in Dhaka in a daring air raid, forcing the Pakistani government in Dhaka to capitulate and surrender. Four battle casualties become close friends at the Artificial Limb Centre in Pune in the war’s aftermath.
In this collection of true stories, decorated war veteran Major General Ian Cardozo recounts what really happened during the 1971 Indo-Pak war, piecing together every story in vivid detail through interviews with survivors and their families. The book also seeks to commemorate the lives of those who were killed and wounded in this war, which took place fifty years ago.
From the tragic tale of the INS Khukri and its courageous captain, who went down with his ship, to how a battalion of the Gorkhas launched what we accept as the last khukri attack in modern military history, these stories reveal what went on in the minds of those who led their men into battle-on land, at sea and in the air.
Avatar Meher Baba
Known as one of the Perfect Masters, Avatar Meher Baba touched millions of lives and passed away in 1969. Since then, his followers, who were blessed to have had been under his direct care, feel his presence strongly, even until date, and live their lives in complete devotion to him.
Now, after more than fifty years after his passing, one of the most read and loved spiritual writers, Ruzbeh N. Bharucha, pieces together what it was to have experienced Baba in person-to have been blessed by him. Through interviews with his followers, Bharucha recreates the life and times of Baba, his deep connection with his Mandali, his miracles, his methods and his teachings.
Such is the power of their words that Baba comes alive to readers like he had never been gone. It is a rare collection for those who would like to know more about what it was like to be with the Avatar himself.