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Communicaid has provided informative Indian cultural awareness programmes, which are perfectly aligned with our objective of providing practical advice, tips and strategies on how best to develop successful working relationships with our Tata counterparts.Annanya Sarin, Head of Communications, Corus
To coincide with Corus’ acquisition by Tata Steel in April 2007, the company approached Communicaid to provide an Indian cultural awareness raising intervention for all staff, from shop floor to senior management. As most staff had little or no exposure to India or Indian business culture, it was important that this first workshop was designed as an awareness raising introduction to Indian culture, business practices and customs.
Prior to its acquisition by Tata Steel, one of the world’s most geographically diversified steel producers, with operations in 26 countries and commercial offices in over 35 countries, Corus was Europe’s second largest steel producer. Born out of the 1999 merger of British Steel and Koninklijke Hoogovens, Corus subsequently adopted Tata Steel in Europe as its new identity in September 2010.
The core aims of the programme were:
Communicaid recommended group sizes of no more than 15 delegates to allow for maximum participation and interaction. Detailed conversations with Corus’ human resources personnel enabled Communicaid to design a dynamic awareness raising workshop which included specific information on Tata Steel’s geographies and brand values. Initially the programme was offered to all London staff interested in learning more about their Indian counterparts. Based on the success of these first programmes, Communicaid was then approached by teams at other Corus locations across the UK, including Port Talbot and Scunthorpe, to adapt and deliver the workshop to meet their requirements. Since then, training has also been provided to Indian colleagues working on secondment in the UK.
Communicaid designed interactive workshops based on the following key components:
The workshops gave delegates the essential knowledge and skills to understand Indian business culture and build initial relationships with their colleagues at Tata Steel. Several months later, most delegates had had their first experiences of communicating with new Indian colleagues. Corus then commissioned Communicaid to facilitate a more advanced workshop for those employees working more closely with Indian colleagues based on practical case studies and evaluation of experiences so far. This allowed delegates to assess their learning to-date, apply it to their own context and develop further strategies for building more successful relationships with Indian colleagues.
“Communicaid has provided informative Indian cultural awareness programmes, which are perfectly aligned with our objective of providing practical advice, tips and strategies on how best to develop successful working relationships with our Tata counterparts” Annanya Sarin, Head of Communications, Corus