1 A Benchmark period in terms of Business results

( Please refer Subsequent slides)

Time-Line : 2008 April to 2011 June

Key Responsibilities / Business ChallengesKey Responsibilities :

Brand management & communication ; Marketing - Industry / Market / Regulatory environment / Consumer analysis & competition bench-marking, product strategy / planning / positioning & pricing to sustain competitive edge in mid & long term ; Rural marketing ; ROI & Development of top-line, bottom-line and Mshares.

Key Business challenges in 2008:

1. End-customer sale of 2 Cyl ACE averaging around 6000-6500 with entire country having been opened up for sale.

2. Tata Motors facing exit in traditional PU segment ( 2 to 3Ton) with fast declining Mshares & volumes and negative contribution

3. 3.5T to 7.5 Ton industry shrinking YOY where Tata Motor has Leadership and products with good contribution

4. 8 to 14Ton segment: A stagnant situation for Tata Motors over the years both in Volumes and Market shares. In some markets Mshares dismally low.

Key Team-accomplishments

2

0200040006000800010000120001400016000 Retail trend: Continuous growth

Time-line : 2008-11

Market Development & Ramp-up of ACE Goods Carrier ( 2Cyl)

6000 to 14000 per month levels

31%

29%

In addition, 1. Soft top Magic went up from 2750 to 4500 per month 2. Vans ( Venture & Winger) went up from 250 to 800 per month

3

27

73

01020304050607080

1.4.08 1.4.11

14.02

40.04

-24.19-44.7

-78.88-100

-80

-60

-40

-20

0

20

40

60

06-07 07-08 08-09 09-10 10-11

39.4%35.4% 33.5%

20.9%

13.7% 14.3%17.1%

5.0%

35.0%

04-05 05-06 06-07 07-08 08-09 09-10 10-11

129907570

11068

2062217891 20306

12171

04-05 05-06 06-07 07-08 08-09 09-10 10-11

Year of Financial Crisis. Ever increasing rate of

degrowth reduced

17% Growth inspite of high 46% growth in the

previous year

207 Volumes

The V Curve

0.6 2.8

-13% -40%

Top-line & Bottom-line Improvement

Reducing the Leader-Follower Gap

Additional Bottom-line Improvement

Based on Q4 avg retail per monthDealer WC productivity

-38%

46% 17%

207 NATIONAL MSThe V Curve

PU Contribution (crs)

The V Curve

207 Dlr Stk : No of Days

MS downslide arrested after steep decline on YOY basis for last 4 years.

*Super Ace Nos not included in above charts

Time-line : 2008-11PU Turnaround ( 2 to 3Ton): A ground to look forward for Tata Motors

4

68% 68%

64% 64%

69%

72% 72%

04-05 05-06 06-07 07-08 08-09 09-10 10-11

TML National MS

Year of Financial Crisis. Ever increasing rate of

degrowth reduced

17% Growth inspite of high 57% growth in the previous year

Ever Highest

TML Volumes: The V Curve

5

3

Increased in Year of

financial crisis

* 8% MS growth over last 2 yrs sustained

-11%

-15%-18%

Top-line & Bottom-line Improvement

Enhancing Leadership

1649015590

11975

8200

07-08 08-09 09-10 10-11

Reduction in Trade Schemes (Rs/Veh)Reduced even in Year of financial crisis

-32%

-23%

-5%

-50%

Net Reduction

Additional Bottom-line Improvement

1.4.08 1.4.110

5

10

15

20

25

30

35

Dlr Stk : No. of days

33

23

Based on Q4 avg retail per month

Dealer WC productivity

Time-line : 2008-11LCV Turnaround ( 3.5 to 7.5Ton) : Surprised the Industry

5

32310

2773024780

19000

10000

15000

20000

25000

30000

35000

07-08 08-09 09-10 10-11

19138

13249

20541

25798

0

5000

10000

15000

20000

25000

30000

07-08 08-09 09-10 10-11

23%24%

26%

08-09 09-10 10-11

31%

36%39%

08-09 09-10 10-11

Reduced even in Year of financial crisis

-14%

-11%

-23%-

41%

Year of financial crisis

-31%

55%

26%

26% growth after 55% growth in the previous year

Ever highest

5%

3%

1%2%

MS: Andhra Pradesh(AP40 initiative)

Reduction in Trade SchemesVolumes

MS: Tamil Nadu(TN53 initiative)

Time-line : 2008-11ICV ( 9 to 14T) gains in volumes & Mshare

with reduction in marketing expense by 41%.

Successful Market specific

initiatives

Exit MS: 2% up.

6

Successful new product launches:

Transformation from EII/ EIII to EIII/EIV of the complete range 21 new products & variants including – ACE Ex, SuperAce, Zip, Iris, Venture, RX pick-up, Xenon pick-up 1109HEX2, 1109 sleeper cab, LPK 909 27WB for kerala with HD rear axle, 407PU, CNG versions on 407,709 & 909 platforms Y1 (Ultra) Platforms at multiple tonnage points rolled out for engineering validation.

Successful new initiatives institutionalized:

Pioneered following innovative initiatives with short + long term impact, thereby adding to core-competencies of business ;

Rural Marketing ( First time by a CV player). PCG ( Public, co-operative & Gramin) bank Financier spread RWA ( Race with ACE) 24 customized applications on ACE

. Time-line: 2008 April to June 2011

New Products and Market Initiatives