Book Review: Designed to Win – The Story of Tata Elxsi

Posted by On February 10, 2026 0 Comment
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Book Review: Designed to Win – The Story of Tata Elxsi

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Designed to Win is not a glossy corporate success manual; it is a deeply human account of grit, conviction, and long-term vision.

Written by S. Devarajan with contributions from Saurabh Mukherjea, Rakshit Ranjan, and Salil Desai, the book traces the extraordinary journey of Tata Elxsi—from a struggling, misunderstood enterprise to one of the Tata Group’s most respected design and technology powerhouses. It reads as both a memoir and a leadership chronicle, offering rare insights into how transformation actually happens on the ground.

Premise –Designed to Win

At its core, the book explores a simple but powerful idea: companies don’t win by chasing trends; they win by staying true to their core strengths while adapting intelligently to change. Tata Elxsi’s story unfolds against the backdrop of India’s liberalization, technological shifts, and global competition. The narrative follows Devarajan’s journey—from his early career days to becoming the CEO entrusted with steering Tata Elxsi through financial distress, strategic confusion, and market skepticism.

Plot Overview –Designed to Win

The book is structured chronologically, beginning with the origins of Elxsi in Silicon Valley and its eventual transition into Tata Elxsi in India. It details the company’s early struggles with hardware manufacturing, mounting losses, and strategic dead ends.

The turning point comes with a decisive shift—from hardware to high-end design and technology services. The narrative captures how Tata Elxsi carved out niche domains such as automotive design, aerospace simulation, medical imaging, animation, and visual effects—areas that most Indian IT firms avoided at the time. The journey culminates in Tata Elxsi’s emergence as a global design-led technology leader, respected not for scale, but for depth and innovation.

Character Development – Designed to Win

While Tata Elxsi is the central “character,” Devarajan himself emerges as a quietly compelling protagonist. He is portrayed not as a heroic, larger-than-life CEO, but as a thoughtful, resilient leader who believes in people, patience, and principles. Supporting characters—mentors like F.C. Kohli, colleagues, customers, and early team members—add warmth and credibility to the narrative, reinforcing the idea that transformation is always a collective effort.

Writing Style – Designed to Win

The writing is lucid, conversational, and refreshingly honest. Technical complexities are explained without jargon, making the book accessible to both business professionals and general readers. Anecdotes—such as Devarajan’s early sales experiences and leadership dilemmas—add storytelling depth and keep the narrative engaging. The tone remains grounded, never boastful, which aligns well with the understated ethos of the Tata Group.

Key Themes and Insights

  • Design-led thinking as strategy, not ornamentation
  • People-first leadership during crisis
  • Long-term value creation over short-term gains
  • Staying niche in a scale-obsessed industry
  • Resilience and reinvention as core leadership skills

These themes make the book especially relevant for founders, CXOs, and professionals navigating uncertainty.

Final Verdict –Designed to Win

Designed to Win is a rare business book that balances strategy with soul. It doesn’t promise shortcuts or formulas; instead, it offers wisdom earned through lived experience. For anyone interested in leadership, Indian corporate history, or the power of design and technology, this book is both instructive and inspiring.

Rating: ★★★★½ out of 5
A must-read for leaders who believe that winning is not about noise—but about purpose, patience, and precision.

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