Getting Into The Really Tough Stuff

Kicking up some sand (here, in South Africa) is easy compared to the road to literacy JLR is navigating in New Jersey...

Learning to read is hard. Recognizing this, Tata Motors - parent of Jaguar Land Rover - has teamed up with a nonprofit organization called First Book to provide 10,000 books to children throughout New Jersey. Representatives will gather today with the first graders of Jackson Avenue Elementary School to kick off the first distribution of 1,000 new books. 

Now don't you feel better about owning a Land Rover? And no, we won't entertain any suggestions from the "indoctrinate them early and make them a customer for life" camp! This is a good work for which Tata should be applauded, where each child will be presented with two new books, including Green Eggs and Ham and Cars, a Little Golden Book, to help build their own home library.

"It is an honor to partner with First Book and support its mission to provide new books to children in need," said Temple, "As a business leader in the state of New Jersey, it is a priority for us to commit to furthering literacy across our state."

“We applaud Jaguar Land Rover’s commitment to literacy, bringing new books to children, families and communities in New Jersey who need them most,” said Kyle Zimmer, president of First Book. “Together, Jaguar Land Rover and The Tata group of companies are helping children in need open the doors to exploration, adventure and learning through new books.”

“Tata companies have a long heritage of focusing on education in the communities in which they operate,” said, David Good, Chief Representative, The Tata group North America. “With our six companies employing approximately 1400 individuals in New Jersey, our partnership with First Book helps us make a difference in education in our communities.”

Call it Instant Karma. Tata's second quarter profits have more than doubled worldwide.