Tata Capital Brand Guidelines: Tata Sons’ 2007 Lender, Count on Us & a 2025 Listing

The financial services company of the Tata Group.

Tata Capital is the lending and financial services company of the Tata Group, based in Mumbai. Its website describes Tata Capital Limited as “the flagship financial services company of the Tata Group” and a subsidiary of Tata Sons Private Limited, the group’s holding company, carrying on business as a non-banking financial company; the group’s page classes it as an investment and credit company under Reserve Bank of India rules. A company press release of August 2020 dates its establishment to 2007, and English Wikipedia gives the same year.

The business is organised around a handful of named areas. The company’s website lists commercial finance, consumer loans and wealth services, together with the distribution and marketing of Tata Cards. The Tata Group’s own page on the company adds that home loans come from the subsidiary Tata Capital Housing Finance, and that the Tata credit card is issued by SBI Cards and Payments Services and marketed by Tata Capital. Press releases from 2024 to 2026 name consumer, housing, commercial and cleantech finance, microfinance, debt syndication and private equity among its activities.

The branch network has grown quickly by the company’s own count. Its press releases described a pan-India network of more than 750 branches in June 2024, more than 900 in February 2025 and more than 1,500 by April 2026.

From “We only do what’s right for you” to “Count on Us.”

Tata Capital’s voice has been built around one promise. In November 2019 it launched a festive brand campaign called “Count on Us”: three humorous films by the agency Cartwheel, in which a customer confronts an evasive sales agent, shown on English and regional news channels and on social media. The films featured personal, home, two-wheeler and business loans, and the company said its research showed customers were often concerned that financial brands would not keep their promises. The campaign was aimed at digitally confident customers aged 25 to 45, the release said.

In August 2020 the line became the company’s tagline. Tata Capital said “Count on Us” replaced We only do what’s right for you, the first change to its brand line since 2007, and that it would be used in all internal and external communications; Abonty Banerjee, then the chief marketing and digital officer, described the change as part of a brand transformation that would “blend the old with the new.” In April of the same year it had launched Moneyfy by Tata Capital, an app for mutual funds, insurance plans and loans.

Cricket carries much of the recent advertising. In August 2023 the company named the cricketer Shubman Gill as brand ambassador, linking the reliability of his batting to the “Count on Us” promise. He has since fronted campaigns including “Sab Shubh Hoga”, launched in April 2026 for business loans: a film by the agency Schbang in which he appears in regional roles, from a Punjab truck driver writing “Shubh Labh” on his vehicle to a ceremonial coconut broken in Tamil Nadu before a journey. Tata Capital is also an associate sponsor of the Women’s Premier League; its February 2025 campaign “Game Bolega”, for the league’s third season, featured players including Smriti Mandhana and Jemimah Rodrigues, with a rap anthem built on the line “Ab hum nahi, humara game bolega” (now our game will speak, not us).

How India’s non-bank lenders and insurers present themselves.

India’s non-bank lenders and insurers tend to present themselves with bold, simple wordmarks, often set in blue, red, orange or gold, and with a group name placed first. Many began inside larger business houses, and the finance brand keeps the family or group name while a second word says what the company does: finance, capital, life, general insurance. Bajaj Finance, for example, started in 1987 as Bajaj Auto Finance, the lending arm of a vehicle maker, and Muthoot Finance carries the name of a Kerala family business that dates its roots to 1887.

The branch remains central. Gold-loan companies, vehicle lenders and rural lenders work through offices in small towns as well as cities, and their websites lead with branch locators and with product pages for gold, vehicle, home and personal loans. The insurers in this group organise their sites around policy types such as motor and health cover.

Apps now sit beside the branch network. Customers are pointed to mobile apps for loan statements, repayments, policy documents and renewals, and the Reserve Bank of India’s digital lending rules, including the Key Fact Statements it requires lenders to give borrowers, shape how those journeys are presented.

Much of what can be checked about these brands sits in public filings. Listed lenders and insurers publish annual reports, and many add sustainability or business responsibility reports, while the Reserve Bank and the insurance regulator, IRDAI, publish their own orders and press releases. This guide relies on those documents and on dated press coverage, and marks clearly what rests only on a company’s own word.

A merger, a listing and a pending gold loan deal.

The company has grown through a merger and then gone public. In June 2024 the boards of Tata Motors, Tata Capital and Tata Motors Finance approved a merger of Tata Motors Finance into Tata Capital through a scheme of arrangement before the National Company Law Tribunal, subject to approvals from SEBI, the Reserve Bank of India, the tribunal, shareholders and creditors; Tata Motors was to hold about 4.7% of the merged company indirectly, the companies said. Tata Motors Finance had mainly financed new and used commercial and passenger vehicles. By the time of the share sale in October 2025, News18 reported, brokerages described the merger as having expanded Tata Capital’s vehicle finance portfolio.

That share sale was the company’s initial public offering. It opened on 6 October 2025 and closed on 8 October, and News18 reported that it combined a fresh issue of shares with an offer for sale by existing shareholders. India Today called it India’s biggest IPO of 2025 and reported the listing on the stock exchanges on 13 October 2025. In September 2026 Fortune India counted Tata Capital among India’s ten largest public issues and described its debut as “relatively muted.”

The next step is gold loans. In July 2026 Tata Capital’s board approved an agreement to acquire an 88.6% stake in Yogakshemam Loans, a Kerala gold loan company with branches in Kerala, Karnataka, Tamil Nadu and Andhra Pradesh, the ANI news agency reported in The Tribune; the deal was subject to Reserve Bank of India approval and was expected to take up to eight months. It was agreed in July 2026 and was not completed at the time of writing.

For a design guide, Tata Capital shows how a group name can carry one short promise across loans, an investing app and sport sponsorship. Compare Bajaj Finance, another lender carrying an industrial group’s name, and Muthoot Finance, a gold loan lender. For this guide we use a deep blue, a sky tint and a warm sand with a sans, an unofficial interpretation; no product or logo is reproduced.

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