Summer Internship Report

Report on:
Human Resource Management
at
TATA MOTORS
Under supervision of Ms. Aanchal Singh (HR Head,
PVBU(Sales, Marketing and Customer Care)

Internship Guide:
Ms. Simerjit Kaur
Submitted By:
Rudrakshi
20MBS1001
Report: Summer Internship at Tata Motors
 Acknowledgement

I would like to thank Chandigarh University for giving me the opportunity to do

this internship. I would like to extend my sincere thanks to Tata Motors for
letting me do the internship at their HR Department from their head-office,
Mumbai.
I would like to thank Ms. Aanchal Singh (HR Head, PVBU(Sales, Marketing
and Customer Care) for keeping me under her direct supervision and provide
me with all the necessary information which has helped me in the completion of
all my tasks for the duration of 3 months. I also extend my thanks to Ms.
Navleen Vedi (Business HR Partner, Sales, Marketing and Customer Care for
Commercial, Passesnges and Electric Vehicles) for referring me for this
internship. I would also like to thank all other members of the team I worked
with as this was my first industry experience and they always cooperated and
appreciated my work.
Finally, I thank all the faculties at Chandigarh University for their Constant
motivation and support in helping me attaining the internship, during my tenure
at TML and also in preparation of the report.
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Report: Summer Internship at Tata Motors

Table of Content
S. No. Topic Pages

1 Executive Summary 4

2 Automobile Industry – History, SWOT 5-6

3 Company Profile: Tata Motors – History, SWOT, 7-10

Market Share, TML Today

4 Project 1 – Campus Hire 11-17

5 Project 2 – Career Awareness 18-22

6 Conclusion 23

7 Bibliography 24

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Executive Summary

This report features the details of the certain HR processes followed at Tata
Motors and what all I learnt during my tenure at the organization as a Human
Resource Summer Intern. The duration of the internship was 3 months and
during this tenure I had an opportunity to work with various HR personnel at
Tata Motors
from Management Trainee to Head HR, PVBU and also meetings with VP-HR,
PVBU and this gave me a really an amazing opportunity to learn with people
already working in corporate at great level in a great organization.
The report displays my learning and understanding throughout my journey as an
intern in human resources department at Tata Motors. By this project, I aim to
display the various ways through which HR processes work in the organization.
During my journey, I worked majorly on 2 projects.
One of the projects was related to Campus Hiring that Tata Motors was doing
for their dealerships in Karnataka region as pilot and the second was about job
rotation and career awareness to employees in all the functions.

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Report: Summer Internship at Tata Motors

Automobile Industry

The History
The history of automobile industry has exceptional interest as compared to other
industry because of its effects on the history of 20th century. Automobile
industry consists of all those organisations and activities involved in
manufacturing of motor vehicle, including components such as engines, bodies
but excluding tires, fuel and batteries. This industry originated in Europe in the
late 19th century, the US completely dominated in 20th century as world
industry though the invention of techniques related to mass production. In the
second half of the century western European countries and Japan became major
exporters and producers.

The above picture signifies the importance of Tata in innovation of automobile

sector in India.
The first car that travelled on Indian road was found in 1897 and the first Indian
who owned the car was Jamshedji Tata. Before the independence of India, in
1942 Hindustan motors was the first manufactured automobile in India. After
the independence the GOI had pulled the automobile sector by encouraging
automobile manufacturing in India. In 1952 marked as the introduction of
passenger car in the country. Big manufacturers like Hindustan Motors , Premier
Automobiles and Standard Motors came into the picture. SUVs started to be
manufactured by Mahindra & Mahindra, Bajaj, 7 standard Motors etc.

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The Indian auto industry truly embodies the spirit of Atmanirbhar Bharat, and
perhaps many other industries can take some lessons from it. The industry
contributes 6.4 per cent to GDP, around 35 per cent to manufacturing GDP,
supports over 8 million jobs directly (OEMs, suppliers and dealers) and as many
as 30 million more in the value chain. It accounts for cumulative investments of
$35 billion over last 10 years, and generates export revenue of $27 billion that is
nearly 8 per cent of the total merchandise exports from India.
The potential of the Indian auto industry, though, is much larger. In countries
like Korea, Germany, Thailand, Germany, and Japan — the auto industry
contributes more than 10 per cent to the country’s GDP and accounts for a
healthy share in exports and R&D expenditure. Why should the Indian auto
industry not aspire to reach these levels? The question though, is, what will it
take? In simple words — all that it will take is for the industry to be not seen as a
“sin” industry, but as an important economic growth driver for the country. If
the nation wants to be a $5 trillion economy, it cannot happen without the auto
industry making a major contribution. Yes, cars lead to road safety issues,
pollution, consume precious crude oil, but over the last three to four years these
ills have been controlled thanks to the action taken by the government and the
efforts of the industry. The scrappage policy will further help to take polluting,
unsafe, gas-guzzlers off the roads. Another opportunity for India is to carve out
a niche for itself in EV tech and solutions space — related to first/last-mile
mobility and delivery. The global market for such solutions is huge. Rapid
localisation of EV tech also offers a big economic growth opportunity for the
auto component sector.
SWOT Analysis of Automobile Industry

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Report: Summer Internship at Tata Motors

Company Profile: Tata Motors

Tata Motors Group (Tata Motors) is a $44 billion organisation. It is a leading

global automobile manufacturing company. Its diverse portfolio includes an
extensive range of cars, sports utility vehicles, trucks, buses and defence
vehicles. Tata Motors is one of India's largest OEMs offering an extensive range
of integrated, smart and e-mobility solutions.
Tata Motors are currently the 3rd largest car manufacturer in India in terms of
sales. They offer most safest cars in India as crash tested by the Global NCAP.
Some of them include Tata Nexon, Tata Altroz and Tata Tiago. The PV division
also controls the electric vehicle business unit of Tata Motors. The company has
a very ambitious goal for EVs. They have planned at least 25 per cent of our
total PV Sales to come from electric in the medium to long term. We will launch
10 EV models before 2025.
Tata Motors focuses on connecting aspirations and their pipeline of tech-enabled
products keeps them at the forefront of the market. They have identified six key
mobility drivers that will lead them into the future – modular architecture,
complexity reduction in manufacturing, connected & autonomous vehicles, clean
drivelines, shared mobility, and low total cost of ownership. Their sub-brand
TAMO is an incubating centre of innovation that will spark new mobility
solutions through new technologies, business models and partnerships.
Tata Motor’s mission - across our globally dispersed organisation – is to be
passionate in anticipating and providing the best vehicles and experiences that
excite our global customers.

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Tata Motors focuses on the following Values:

Integrity
Accountability
Excellence
Teamwork
Customer Support
Speed
SWOT Analysis of Tata Motors
Market Share
Over the past decade, the Rs 1.05 lakh crore automaker has seen its fortunes
tumble in the Indian market, even prompting questions about its relevance in the
country’s $104 billion automobile industry, before it began staging a whirlwind
comeback.
From a paltry market share of 4.6 percent in 2016, and 4.8 percent in 2020, Tata
Motors is now India’s third-largest carmaker, boasting a market share of well
over 9 percent in the world’s fourth-largest automobile market. In FY21, the
company sold 222,025 units of passenger vehicles, a 69 percent growth in
comparison to the year-ago period. In contrast, the country’s passenger vehicle
sales in the fiscal fell by 6.2 percent. This April, the company accounted for 9.16

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Report: Summer Internship at Tata Motors

percent of the domestic market, up from 8.77 percent in the previous month,
according to the Federation of Automobile Dealers Association.
The phenomenal turnaround also comes at a time when the country’s automobile
industry has been stuck in a quagmire for the past few years, with sales
dwindling due to a slowing economy, transition into eco-friendly engines, and
the Covid-19 crisis. Incidentally, the reversal in fortunes also came after a
decade of turbulence when Tata Motors, which made iconic Indian vehicles
such as Tata Indica, Tata Sumo, and Tata Safari in the early parts of the
millennium, was left on the fringes in the highly competitive Indian car market.
With dwindling sales, mostly catering only to the fleet taxi market, the carmaker
had fallen out of the radar with personal buyers.
The Market share of Tata Motors in past 1 year can be explained through
following graph:

Tata Motors Today Report: Summer Internship at Tata Motors

As management student, we all have heard about Tata Group and constantly
study about various practices followed by them in terms of CSR, employee
relations, motivation, perseverance and their vision.
67% of employees say that the main reason they stay at Tata Motors Ltd is
because of the Tata Motors Ltd company mission. Comparably data clearly
shows that a focused mission statement and cohesive core company values are
vital to maintaining employee alignment.

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PROJECT – 1: Campus Hiring

Introduction
Campus hiring or campus recruitment refers to the strategy of sourcing,
attracting and hiring talent and fresh graduates for internships, co-op positions,
full-time entry-level jobs and summer jobs from campuses. Typically, medium
and large sized organizations with high-volume hiring prefer to hire from
campuses. Companies invest substantial resources in their campus recruitment
drives each year, hoping to onboard the best quality talent.
Campus recruitment is a step-by-step process consisting of campus targeting, pre
placement activities, screening, interviewing and onboarding. The objective of
campus hiring is to access a large group of fresh graduates seeking jobs. Campus
hiring is integral to most businesses’ recruitment strategy as it caters to their
growing talent needs, enabling them to hire candidates from educational
institutions.

Objective from Tata Motors’ view

The main objective of Tata Motors to do campus hiring was for a pilot project to
recruit students for the position of Customer Advisor for their Dealerships. The
main reason to carry out process for dealership was to unify the HR processes.
For the same, the company also introduced an HR Manual through which all the
HR representatives from each dealership can know about the same.

Advantages of Campus Hiring:

Strengthen Your Employer Branding – Engaging Opportunities: Campus

recruitment helps you to engage with the emerging talent. Being present at
the campus provides you with the opportunity to tell students about the
benefits that your company offers. In addition, the Harvard Business
Review supports that 72% of millennials hear about companies from their
friends, 68% via the job board, and 45% on campus. With such a high
percentage interested in campus presentations and job fairs, this is your
chance to make a great impression on the attendees and make them talk

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about you to their peers. You can increase your awareness by having a
clear and regular program regarding your presence at campuses.
Improve the Retention Rate: It is well-known that employees tend to feel
more loyal to the first employer. If they feel welcome and appreciated,
they will also feel a sense of responsibility and ownership. So, it is up to
 you as an employer to convince your employees that you are worth
working for. Give them a clear overview of what they will be expected to
do when joining the company, a clear overview of what kind of
opportunities they will have within the company, and an even clearer
image of the key relationships they will be required to build. Hiring
people right after their graduation is your opportunity to welcome
onboard people who will easily be committed, engaged, and dedicated to
you.
Bring New Knowledge and
Skills:
College people are a huge
source
of fresh knowledge. They can
bring new perspectives and
different ways to deal with
issues
that a company may be facing
today.
Quick Learners who are adaptable
and easy to manage: Despite the fact that new grads could bring new
knowledge and skills to the company, students and recent grads can often
observe, understand, and perform new instructions and training easier and
faster than an older workforce. They strive to learn as much as possible
during their career’s first steps, so they put themselves in a position to not
show any disruptive behaviour.

Method Adopted to Carry Out the Process

The company decided that the hiring will be done only for the role of Customer
Advisor as it was an entry level job and did not require any prior experience. So,
following were the steps further carried out:
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Selecting the Region: As it was a pilot project from the organization, the
very first step was to select the region in which we were going to conduct
 the campus hiring. For this the region selected was South 1 the state of
Karnataka.
Contacting Dealers from the Region: The next step was to contact the
dealers of Karnataka and getting to know the number of freshers they need
for the role of Customer Advisors, what will be the CTC offered by them
and what steps do they prefer in the process of selection.
Listing the Cities within Karnataka: After receiving confirmations from the
dealers, we 11 dealers from 9 cities across Karnataka who were part of the
drive. So, we kept these 9 cities in the loop keeping in mind the least
preferences from relocation as it was an entry level job and CTC offered
was less.
Contacting Colleges: From 9 selected cities, I connected to multiple
colleges, briefed them about the profile and got various information from
them. Out of more than 25 colleges I connected, we finalized 15 colleges
where we moved forward with the drive. Some of the details colleges by
me were:
▪ University the college was affiliated to.
▪ When will their graduation complete.
▪ Number of students in B. Com and BBA final year.
▪ Contact details of placement coordinators.
▪ What other companies visit their campus.
▪ Expected count of students who can sit for placement for sales role.
Connecting Wheebox: Wheebox is an organization which conducts Online
Assessment Tests for organizations planning keep it as a part of recruitment
process. Once we had an expected count, we connected with them and got
various details regarding price per assessment and I myself gave 3 tests with
different difficulty level to know which would be appropriate for graduation
final year students.

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Preparation of Job Descriptions: We next listed out various details for the
profile of Customer Advisor. A job description or JD lists the main
features of a specific job. The description typically includes the person's
 main duties, responsibilities, and working conditions. It also includes the
job title and to whom the person holding that job has to report including
basic job role, skills required and what are the expectation from the
employee to form a proper detailed job description.
Planning a Pre-Placement Talk: With all the colleges we scheduled a pre
placement talk where in all the dealers were also invite and we share the
company values with the students, discussed about the profile and took
doubts from the students.

Sharing Details & Form with Colleges: Once we had all the documents
prepared, we shared these with colleges along with a form which had to be
filled by students after looking at the job description, the CTC packages and
the job locations.
Scheduling of Online Assessment Test: Our next step was to conduct
online assessment test for the students. The test was kept short for 45 min
having 30 questions with moderate level of difficulty containing questions
in 3 sections: Aptitude, Verbal Ability and Logical Reasoning. Within 3
days we conducted test for 15 colleges as per their convenience.

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Preparation if Interview Assessment Template: We designed one common

template for assessment where in all the interviewers have one common
grounds for judging each candidate. The interview assessment form once
filled was later collected from interviewer for each candidate and will be
used at the time of analysis if any changes needed to be made.
 Scheduling and

Execution of Interviews: As this was a pilot project, we

conducted interviews for all the students irrespective of their score in
online assessment test. The interviews were scheduled as per convenience
of HR representatives from our Dealerships. In the panel we had 1 HR
representative from dealership, 1 sales representative from dealership, 1
TSM (Territory Sales Manager) and 1 representative from our team from
TML.

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 Presenting Offers: The final step was to present the offer letters to the
selected candidates post the interviews. The joining was kept for dates
once their final semester exams were complete.
Post 6 months the team decided to carry-out the analysis for the pilot project to
look for how details went out and what further changes need to be made in
implementing the process on larger scale.

Key Challenges of the Project

Every project has some challenge and so did this project. Some of the major
challenges faced during the project were:
Time Consuming: The recruitment process was very time consuming as it
involved numerous steps and it was required to reconnect to each campus
again and again throughout the process. In online mode it was also very
difficult to connect just through calls and MS Teams meetings.
Diversity: As the recruitment was only limited to one region there was no
diversity in the candidates involved in recruitment process. In terms of
gender diversity, as the profile was related to sales at a showroom less
girls showed their interest toward the profile.
Costly Process: Campus recruitment is a costly process because good
amount of manpower was required for taking interviews and it consumed
a lot of their time, diverting them from major projects they were working

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 on. Also, the process involved additional cost for online assessment test
which was taken up by all the eligible candidates.
Lack of human interaction: Due to restriction with amount of gathering,
the complete recruitment process was carried out online mode. This
restricted the in human connection and interaction with the candidate
during the interview.
Learnings
The complete project had a great learning experience throughout each step. Till
now I studied about recruitment theoretically and was involved in the same as a
student but experiencing the complete process in very much details involved at
each step from company’s point of view helped me understand and learn several
steps.

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 Project 2 – Career Awareness

Introduction
Tata Motors has a series of project for their employees by the name GEMs
(Going Extra Miles). In these projects, team leads when are about to start with
new project sometimes open these projects for having a team member from
another function to be a part of the project. These projects are like Job Rotation
but from employees’ choice and volunteering. Depending upon the work of
employees they are also given opportunities to change their functions. This
project was named Career Awareness: Discovering Career Possibilities.

Objective of this Project

The objective of this project was to create a program and platform where an
employees get awareness and appreciation of various functions through
leadership and stakeholder interactions.
The Project focused of L4 and L5 employees as target audience. The Functions
of Tata Motors that were a part of this project were:
Marketing
Sales
Sales Support (Institutional Sales, Emerging Markets, Accessories, Tata Motors
Assurance) EV Overall
International Business
Customer Care
Network Management
Customer experience
RCFI - Retail Channel Finance and Insurance

Advantages of Job Rotation

Eliminates boredom: Only 31% of employees are actually engaged at their

jobs. That means 68% of employees are doing the bare minimum,
plugging

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 away at their computers or robotically talking to customers. Disengaged
employees can be lured away by promises of a better, more challenging
job. Giving employees new responsibilities won’t solve all your problems.
But it could help employees become engaged and prevent boredom. For
the most part, employees becoming disengaged at their jobs is a gradual
thing. By mixing up responsibilities, you could help break up the
monotony of an
employee’s day to
day.
Encourages
development:
Having a job rotation
strategy helps
employees
develop their skills.
By
learning more skills,
employees will feel more
valuable to your business.
Employees who work at a
company that encourages their development might not feel the need to
change jobs. Instead of leaving your business for a new job that helps an
employee develop, they can rotate jobs.
Gives employees a break from strenuous job duties: Many industries that
require heavy-duty labour use job rotation strategies. Overworked
employees who are constantly doing manual labour benefit from getting a
break. By rotating their jobs, you help offset the risk of fatigue. For
example, you could have a warehouse employee who lifts heavy packages
for deliveries rotate to a job that handles the paperwork for shipping.
Helps you identify where employees work best: A job rotation strategy can
point out an employee’s strengths and weaknesses. You might find that an
employee can better handle a different job at your business. For the most
effective business, you need to have all your employees in the right
positions.
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Gives you a backup plan if an employee leaves: Although employee

turnover can be expensive, it doesn’t have to be devastating. By having a
job rotation plan, you have multiple employees who know how to do each
job. If an employee leaves, you won’t need to scramble to hire the first
person you see. Instead, you have other employees capable of covering the
separated employee’s tasks. If you do need to hire a replacement, you can
take your time to find the right fit.

Challenges making this Project Important

Steps Followed to carry out the Project

Connect with VP-HR and VP-PV Commercial: The initial step was to
introduce the project to senior leadership and making sure smooth conduct
for the same as this project was introduced for the very first time and
employees needed extra time to attend these sessions.
Forming structure for these sessions: Once the project was duly cleared
from the leadership, the detailed structure was formed for the sessions and
hour-wise distribution was made in details.

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 Connect Call with SMEs explaining details: The Subject Matter Experts
were connected explaining them the details for the project along with the
structure of the session so that they can prepare content for the same
accordingly.
Confirming dates with
SMEs
for sessions: Once the
basic
structure and content was
ready
with the SMEs, the dates
for
these capsule sessions
were
confirmed. One capsule
session
was kept in a fortnight on
Fridays.
Communication to all L4
& L5
employees: All the target
employees of L$ and L%
level
with shared mailer
content
along with details of the
sessions to make sure there was
 prior communication and they
were excited for the same.

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Conducting of session and taking feedback: Our final step was to conduct
the sessions and make sure proper feedback was taken from the employees
and keep a thorough follow-up for analyzing the success of the project.

Learnings
The complete project had a great learning experience throughout each step. Till
now I studied about job rotation theoretically. But experiencing the complete
process in very much details involved at each step from company’s point of view
and motivating employees to be part of the same helped me understand and learn
all these steps.
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Conclusion

I can conclude by saying that these 3 months of learning experience with Tata
Motors is something I’ll carry with myself throughout my career. I learnt about
the process followed in the corporate world and made connections with people
working at great levels in renowned institution.
I also understood the relevance of motivating and appreciating the employees.
About what we study through case studies, the way Tata Group values its
employees and how great in the retention is in the organization is what I learnt
throughout my journey. Even as an intern, I was appreciated at each stage. The
team members explained me each small detail and cleared each of my confusion
no matter how small that was. My team leader during one meeting also
introduced and appreciated me in front of VP-HR, PVBU.
Overall, I can say that a well-structured and a well-planned project can be
carried out successfully but it is really important to keep thorough check on the
complete project at each stage for smooth flow. It is also important to take
regular feedbacks and learn from the challenges and limitations of each project
so that future tasks can be carried out smoothly.
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Bibliography
Wikipedia
HR Manual for Tata Motors
www.tatamotors.com
https://indianexpress.com
Google Finance
www.investopedia.com
https://www.ibef.org/industry/india-automobiles.aspx
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