Suppliers and dealers are two important stakeholders of any corporate organization, especially those dealing in products. The suppliers provide raw materials at the right time and right place every time and thus, help the organization to meet the customers' demands. The dealers, on the other hand, are the face of the organization before the prospective customers and act as an important channel of communication between the organization and the final consumers. It is for this reason that enlightened business organizations today, treat their suppliers and dealers as members of their extended business family and as equal and long-term partners in progress. In this paper, the authors have used the case study of a two-wheeler automobile industry leader—TVS Motor Company Ltd., and attempted to describe their supplier- and dealer-focussed initiatives. The data collection for the case has been done by the authors through personal interviews with top executives of the company and supplemented through other information available in the public domain.

TVS Motor Company is the third largest two-wheeler manufacturer in India, and one among the top 10 in the world. It has an annual turnover of more than $1 bn, and is the flagship company of the $4 bn TVS group. The company has many firsts to its credit in the automotive industry in India. It has been at the forefront in bringing a revolution in the way personal commutation was happening, way back in the 1980s. Beginning with launching a simple, easy-to-use moped for the middle-class in India in the 1980s to launching seven new bikes in a single day (first time in the history of the automotive industry in the world), TVS has often taken the unbeaten path to innovation for ushering in the personal transportation revolution. As stated on the company website, TVS epitomizes trust, value and service.

The TVS group was established in 1911 by Mr. T V Sundaram Iyengar. It is said that during the 1940s in Madurai, South Tamil Nadu, it was common to find people setting their watches on the arrival of a TVS bus. As there were zero breakdowns, zero late arrivals for a fleet of 400 buses covering 40 stops. TVS was known for on time service. However, to the founder of the company, the ordinary ambitions of a bus fleet operator or a vehicle servicing business would not suffice. He wanted to create an enduring business led by a family of like-minded workers and managers united by a set of shared high principles. Driven by this inspiration, the TVS group has today emerged as India's leading supplier of automotive components and is the largest automotive component manufacturer in India. In nearly a century now, there are over 30 companies in the TVS group, employing more than 40,000 people worldwide. It commands a strong presence in the manufacturing of two-wheelers, auto components and computer peripherals, and also in the distribution of heavy commercial vehicles, passenger cars, finance and insurance.

Supply Chain Management Journal, Stakeholders Management, Business Organizations, Computer Peripherals, Automotive Industry, Ssocial Systems Engineering Tools, Original Equipment Manufacturers, Supplier Stakeholders, Corporate Organization, International Markets, Automobile Manufacturers.