(February 26, 2026) Back in the 1990s, when Chairman Emeritus of the Tata Group, Ratan Tata, walked into his chambers at Bombay House and saw the SGI Indy workstation sitting on his desk, his face lit up. The sharp features of the electric blue, pizza-box-shaped gadget, with its futuristic look, impressed him. Giving him a demo were S. Devarajan and his tech support executive from Tata Elxsi.
“Are we all going to stand around and watch this thing? Let’s sit down,” he told Devarajan and his tech executive, who took the seats on either side of the Chairman. “This must be a new system, and you may not be very comfortable with it, but don’t worry,” smiled Ratan Tata, who became so engrossed in the gadget that he postponed another scheduled meeting, while this one stretched beyond two hours — much to Devarajan’s delight.
This was just one of the many interactions Devarajan, the then Managing Director of Tata Elxsi, had with the late Ratan Tata — something he cherishes for life.
“During the early days of Tata Elxsi, my interactions with Ratan Tata were more frequent. After the company was brought on the right track, he slowly withdrew, giving me complete autonomy in true Tata style,” says Devarajan, the former Tata Elxsi honcho, in conversation with Global Indian.
Devarajan, fondly referred to as Dev by colleagues, successfully turned Tata Elxsi from being loss-making into one of the most successful tech companies within the Tata Group. Presently, he serves as an independent director on the board of Tata Play Limited, besides serving on the boards of Prime Focus Ltd, Prime Focus Technologies Ltd, and Quess Corp. Previously, Dev worked with Cisco Systems in India, where he set up and managed Cisco’s largest R&D centre outside the USA.
Designed to Win: The book that captures Tata Elxsi’s rise
Devarajan’s recently launched book, Designed to Win: The Tata Elxsi Story, brings the understated success of Tata Elxsi into focus. It traces how one of the Tata Group’s most influential companies built global leadership across transportation, media and telecom, and healthcare through design-led thinking and cutting-edge technology — even at a time when Ratan Tata himself questioned the brand’s name.
“I had no intention of writing this book,” quips Dev, who was content running his strategic consulting firm, dedicating about 40–50 per cent of his time to it — which has been his life for the past 17 years.
The coffee conversation that sparked a publishing deal
However, it all changed after he met Salil Desai, a senior member at Marcellus, an investment management firm.
“Salil wanted to know the Tata Elxsi story. We met over coffee, and I told him everything in a two-hour session. Towards the end, Salil told me that the Elxsi story needs to be told to the world,” recalls Dev, who also sits on the board of DNEG India, one of the largest VFX companies in the world, with eight Academy Awards to its name.
Within a week, Dev received a call from Manish Khurana, then senior publishing editor at Penguin Random House India.
“So that’s how the book came out,” says Dev of his book, which draws on his firsthand experience to offer practical lessons in leadership, strategy, and innovation.
From Silicon Valley roots to an Indian turnaround story
Elxsi was founded in 1979 in Silicon Valley by Joe Rizzi and Thampy Thomas, one of the first Indians to start a computer company in the US. Elxsi pioneered 64-bit multiprocessor systems and supercomputers. The Tata Group recognised its potential, investing early and eventually bringing the company to India in 1990.
Despite a successful IPO in 1991, the company soon faced losses after Elxsi in the US was merged with Trilogy, and hardware development was wound up. In 1992, the Indian government opened up the economy, and this liberalisation allowed direct hardware imports, worsening the situation.
The future seemed uncertain
Devarajan started working at Tata Elxsi in 1993, and was designated General Manager — Sales and Marketing. “When I joined, the company was struggling and its future seemed uncertain,” says the former honcho.
At one point, Tata Elxsi was on the brink of collapse. Dev saw both the challenges and the potential, especially in its talented people. “My priority was to keep the team together. Despite tough times, the team’s belief in Tata Elxsi became the foundation for our turnaround,” says Dev, who was later promoted to become the Managing Director and CEO of the company.
Japan, US and Europe
With Dev at the helm, the company took bold steps in geographic expansion, focusing on Japan and later the US and Europe.
“A key breakthrough was our partnership with Silicon Graphics and Alias-Wavefront, leading to the porting and creation of Maya, a world-renowned 3D animation tool.”
The company focused on high-end technology in the areas of CAD/CAM and manufacturing engineering; aerospace and defence simulation; medical imaging and molecular modelling; 3D animation and visual effects; and product styling and design with 3D graphics.
“We shifted from hardware integration to design services, driving growth in animation, visual effects, and industrial design.” By the late 1990s, Elxsi had eliminated losses, expanded operations, and built a strong reputation as a technology leader. “Today, Tata Elxsi is a global leader with over 15,000 employees in 36 locations, serving diverse industries.”
When Ratan Tata wanted a new name for Elxsi
Recalling another meeting with Ratan Tata, who wanted the name Elxsi to be changed, Dev says it was challenging for him personally and for the organisation. “We were in the thick of non-performance and had borrowed enough money from Tata Industries in the past, and debts were accumulating.”
Dev’s CFO told him that a name change would entail significant expenses and that they would have to call an extraordinary general body meeting of shareholders to seek approval. Nevertheless, Dev and the team came up with a couple of names.
Later, Dev explained to Tata that they could not afford the expenses and would therefore not change the company’s name. “He was flummoxed and said we could borrow that sum from Tata Industries, but I said we would not like to borrow any more money from anywhere. To our surprise, he respected our decision,” recalls Dev, highlighting that this mutual respect in decision-making was a key factor in their successful outcome.
S Devrajan
Roots and identity: Palghat Tambram, Kolkata upbringing
Dev was born in 1954 in Palghat (Palakkad), Kerala, where his mother’s family originated, while his father was from Trivandrum. “Though commonly mistaken for Malayalees, we are Tamilians with a unique dialect — Palghat Tambram — infused with Malayalam,” he mentions.
Family history shaped his aspirations. His maternal grandfather was a decorated Rao Bahadur and Chief Conservator of Forests who surveyed India’s Ghats, authored a textbook, and hunted man-eating tigers. His paternal grandfather was a prosperous businessman in Trivandrum, dealing in imported goods and demonstrating remarkable delegation skills.
“Inspired by these tales, I grew up in Kolkata, where my father worked as a Signals and Telecommunications Engineer with Eastern Railways.”
Early tinkering: becoming the neighbourhood electronics expert
Dev’s home was part of a wireless transmitting station, immersing him in electronics and communication from an early age. His father, a senior railway officer, pioneered the use of microwave technology in Eastern Railways and was passionate about electronics.
Under his mentorship, Dev learned to repair radios and gadgets, culminating in building his first transistor radio at the age of 13.
“Frequent trips to Kolkata’s electronics shops deepened my knowledge, and soon I became the neighbourhood expert in radio and amplifier repairs.” His mother was a homemaker but socially active in the Railway Women’s Club.
Don Bosco and the ‘barter’ lesson
Dev’s schooling at Don Bosco, a missionary institution, played a formative role. “Brother Charles, fascinated by my radio-building skills, proposed a trade: I’d teach him electronics, and he’d teach me to ride his scooter. This barter, conducted in secret from my parents, was my introduction to the concept of reciprocity.” Later, he built radios and amplifiers for teachers and neighbours, charging a modest fee and gaining invaluable hands-on experience.
Tested in debate: the Shashi Tharoor anecdote
His father prioritised his education, declining lucrative transfers to ensure he could complete all his schooling at Don Bosco. “My debating skills were tested against formidable opponents, including Shashi Tharoor, who would later become a public figure,” recalls Dev.
Music, mentors, and cultural range
Music ran deep in Devarajan’s family: his father’s sisters were accomplished Carnatic musicians, and his mother played the violin. “My sister, a major influence, nurtured my love for English literature and pop music, encouraging me to excel academically and broadening my cultural horizons with jazz, blues, and Broadway musicals,” says Dev. He began learning and playing the harmonica on his own, which became a source of solace and sparked his passion for music.
IIT Kharagpur: The turning point
School life was vibrant. Dev participated in the band and social work club and was even entrusted to escort Mother Teresa during a school event — her presence leaving a lasting impression. He also played table tennis competitively, learning teamwork and leadership.
After completing his Senior Cambridge at school, Dev joined the Electrical Engineering department at IIT Kharagpur, a turning point that shaped his career and life. “Throughout these experiences, I maintained a habit of breaking down problems into manageable parts — a strategic approach that served me well both academically and in life.”
Early career
Dev got a job with HCL through campus placements at IIT Kharagpur and worked in sales and marketing in Delhi, Kolkata, and Chennai. He also had a nine-year stint at OMC Computers, another Tata company, in Bangalore and Hyderabad.
He joined the Cisco India Global Development Centre in Bangalore as its Vice President in 2001. “It was like another start-up for me. We had less than 500 people in Cisco India. Within two weeks of joining the company, Cisco announced a massive layoff for the first time in its history, impacting more than 8,000 people.”
All expansion plans, including for India, were put on hold until further notice. Dev met Cisco Chairman and CEO John Chambers and pitched India’s lower cost structures — and how it could help Cisco focus on India for product development. “I explained to him the business model of partnering with some of the large IT/tech companies in India and leveraging their people instead of hiring our own for the time being.”
His plan was executed, leading Dev and his team to set up the Development Centre with about 3,500 engineers and partner with TCS, HCL, Wipro, and Infosys. “We had more than 7,000 engineers working at our partner locations,” says Dev, who made India the largest development facility outside California. It was soon christened Cisco’s Globalization Centre, East.
China expansion: setting up in Shanghai
Dev was also instrumental in setting up a development centre for Cisco in Shanghai, China. “I used to visit China regularly, overseeing the establishment of the China Development Centre.”
Mentoring and board roles today
Currently spending his time advising companies and serving on a few boards, Dev also does CXO-level mentoring and training in a couple of companies. “I wish to learn more in the process and also impart what I know,” says Dev, who also served as a member of the IT Hardware Task Force set up by the Karnataka state government.
Photography: a hobby that became an award-winning pursuit
Dev’s passion for photography began after he discovered an old Agfa camera in his grandparents’ home in his younger days. While Dev pursues his passion for travel with his wife, his interest in photography has taken him places and won more than 45 international awards. “I continue to pursue this hobby,” says Dev, who also spends time with friends and goes for music concerts and performances.
- Follow S Devrajan on LinkedIn
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