TATA Wooden Doors at 25: Daring to Innovate, Embarking on a New Journey

On May 20, as TATA Wooden Doors marked its 25^th anniversary, the company launched a series of bold brand marketing campaigns under the theme “25: Daring to Do More.” From releasing the #25DaringToDoMore brand attitude film, to launching the FM520 “Voice of TATA” time capsule radio, publishing the 2024 New Youth Quality Life Trends Insight Report white paper, establishing a Sound Museum, and even initiating a Guinness World Record challenge—TATA Wooden Doors once again captured public attention. Through pioneering moves in brand communication and continuous breakthroughs in user experience, the company refreshed public perception of the brand and sent ripples across the industry.

Keeping Pace with the Times

Empathizing with User Needs Through “Daring”

In the #25DaringToDoMore brand attitude film, the theme of daring runs through every chapter, serving as the key to understanding TATA Wooden Doors’ past, present, and future.

The film opens with gratitude, showcasing TATA’s impressive footprint: more than 2,300 stores across over 1,200 cities, six major production bases, and 29 factories. Every step of this 25-year journey has been built on the dedication of more than 20,000 TATA employees, the trust of business partners, and the loyalty of over 8 million users.

What defines a truly people-centered brand? After 25 years of exploration, TATA Wooden Doors has found its answer: “Moving with the times, resonating with users.” This is both a summary of its experience and a profound refinement of its brand values. TATA recognizes that only by staying attuned to the pulse of the times and listening closely to user voices can it continue to lead the industry forward.

“25 years, daring to do more!”—this is both TATA Wooden Doors’ challenge to itself and its commitment to the industry. The company’s mission, “to make better doors for more people,” speaks to its dedication to meeting the evolving needs of families. Today, TATA offers more than 20,000 door designs, holds over 190 design patents, and has hosted an annual product launch event every December for 13 consecutive years.

The attitude film vividly illustrates the essence of daring through concrete innovations: In 2012, responding to consumer demand for noise reduction, TATA launched its first soundproof door with the pioneering 45° angled soft magnetic seal. In 2017, addressing the winter heating needs of southern users, TATA introduced the Warm Core Door, the first to apply carbon fiber heating technology to wooden doors. In 2019, with safety in mind, TATA developed the indoor fire-resistant door, extending rescue time by 1.5 hours. In 2020, catering to the pursuit of refined living, TATA released the Simple Soundproof Door, enhanced with sleek aluminum-alloy edge finishes. In 2021, to nurture children’s creativity, TATA introduced the Children’s Graffiti Door with erasable surfaces. That same year, it pioneered the Active Noise-Canceling Door, the first in the industry to integrate active noise cancellation into wooden doors. In 2023, TATA upgraded its core wooden door line across five dimensions, once again redefining the benchmark for a truly good wooden door...

Building a Culture of “Quiet”

An Ultimate Expression of the Spirit of Daring

On the occasion of its 25^th anniversary, TATA Wooden Doors drew upon years of exploration and research in the field of household acoustics. By focusing on real-life sound scenarios and addressing consumers’ needs for noise reduction, the company established the TATA Sound Museum.

The Sound Museum uses a variety of sound installation artworks to present both the beauty of sound and the burden of noise, while also showcasing TATA’s diversified noise-reduction solutions. The museum is divided into four themed sections: “Encounter: The Noise and Beauty of Sound,” “Isolation from Noise,” “Always on the Journey,” and “A Home Transformed After Noise.” Through a series of innovative artistic installations, visitors are invited to experience the allure of sound, the challenges of noise, and TATA’s technical solutions that bring tranquility and harmony to the home environment.

As an in-depth exploration project into the science of home acoustics, the Sound Museum reflects TATA Wooden Doors’ deep understanding of user needs. By carefully studying sound in residential contexts, TATA has made its commitment to providing noise-reduction solutions vividly clear. In doing so, it has also helped cultivate a new cultural benchmark—making quietness an essential standard for measuring quality of living.

At the same time, TATA Wooden Doors successfully challenged a Guinness World Record on its 25^th anniversary—the “longest decibel meter parade”—bringing the brand’s “25: Daring to Do More” spirit to life. In its pursuit to become the home furnishing brand that understands sound and users best, TATA demonstrated its courage to break conventions and push boundaries. Regardless of the outcome, the process itself was powerful enough to impress, sending a message to the world that TATA will never cease innovating, forever raising the height and breadth of its brand identity.

Now at 25 years, guided by the spirit of daring, TATA Wooden Doors continues to write its brand legend with renewed vigor—leading the home furnishing industry into its next golden era.