Inspired by the women from the Pimpri-Chinchwad plant, Tata Motors South Africa has been intentional in employing women across the organisation.
Image: Supplied
As the world marked International Women’s Day, Tata Motors has a growing role of women across its South African operations, from leadership positions to dealer showrooms and aftersales departments.
According to Daphne Greyling, general manager of Dealer Sales at Tata Motors Passenger Vehicles South Africa, the company has deliberately expanded female representation throughout its local business.
“Inspired by the women from the Pimpri-Chinchwad plant, Tata Motors South Africa has been intentional in employing women across our organisation, from leadership roles to marketing and aftersales,” said Greyling.
The local importer currently operates through a dealer network of more than 40 outlets across the country, with women employed in a range of positions.
These roles include sales consultants, finance and insurance specialists, service advisors and administrative staff.
Greyling said the presence of women in dealerships has also influenced the retail experience for customers.
“Buying a car might be a substantial financial undertaking, however, it is also an emotional decision. We still believe that people do business with people, but the automotive industry can be daunting for women.
“We have seen first-hand how our female customers are considerably more comfortable dealing with a woman when they are shopping for a new car, doing a finance application or booking their Tata in for a service,” she said.
The company said the local strategy is influenced by initiatives introduced at its manufacturing operations in India.
At the company’s passenger vehicle manufacturing facility in Pimpri-Chinchwad, more than 1,700 women have been employed on an all-women vehicle assembly line since 2020.
The plant forms part of Tata Motors’ production operations in Pune and produces several of the company’s SUV models, including the Safari and Harrier.
Employees are recruited from communities across the state of Maharashtra and initially enter the programme as trainees.
Training includes both practical shop-floor work and technical instruction before staff move into specialised roles within the production process.
The company said the aim of the initiative was to expand participation by women in vehicle manufacturing, a sector traditionally dominated by male workers.
Engineers also redesigned sections of the production line to improve ergonomics and reduce the physical strain associated with certain manufacturing tasks.
This included the introduction of manipulators and robotics, raised workstations and redesigned lifting and torquing equipment.
According to Tata Motors, some of these design changes have subsequently been introduced at other production facilities, benefiting workers across the broader manufacturing network.
The company says the initiatives in India and South Africa form part of a broader effort to increase women’s participation across the automotive value chain, from manufacturing to vehicle sales and customer support.
Greyling said the connection between the two markets reflects the company’s broader approach to inclusion within the business.
“There is no greater celebration of women empowerment than female motorists being able to buy a car that was built by a woman from another woman.”