Book Review: ‘Designed to Win’ by S. Devarajan

Book Title: Designed to Win
Author: S. Devarajan
Publisher: Penguin Business
Number of Pages: 272
ISBN: 978-0143469742
Date Published: Nov. 29, 2025
Price: INR 462 / $35.35

Book Review

“Designed to Win” tells the inspiring story of Tata Elxsi, a Tata Group company that often stays out of the spotlight but has quietly become one of the group’s most valuable firms. The book explains how Tata Elxsi has played a key role in shaping industries such as electric vehicles, embedded systems, and digital media. From working on electric energy solutions for global automakers to designing smart TV platforms and OTT technologies, the company’s journey reflects innovation backed by deep technological expertise. With clients like Jaguar Land Rover, Ford, Nissan, Mahindra, Motorola, and Panasonic, Tata Elxsi’s transformation from near bankruptcy to sustained growth forms the backbone of this compelling narrative.

Written by S. Devarajan, the book explores what truly drove this turnaround. Through clear storytelling, Devarajan shows how strategic focus, disciplined execution, and strong leadership helped the company shed debt and rebuild itself. He explains difficult business decisions, the reevaluation of business lines, and the importance of entering new geographies with fresh offerings. The book also gives valuable insights into sales, customer relationships, and timing—showing how trust and long-term thinking are central to winning and retaining customers. These lessons are illustrated with real-life examples rather than theory, making them easy to understand and apply.

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What makes “Designed to Win” especially engaging is its personal touch. Devarajan weaves in stories from his own life, career, and leadership journey, giving readers a human view of managing through tough times. Former employees and professionals will find many moments relatable, while managers, entrepreneurs, and startup founders will appreciate the practical lessons on perseverance, people management, and customer-centric thinking.

Written in simple language and free of jargon, the book reads like a practical manual for leaders facing change. Thoughtful, motivating, and deeply insightful, “Designed to Win” is a rewarding read for anyone interested in leadership, turnarounds, and long-term value creation.

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