TATA Genuine Parts, a division of TATA Motors, organised TATA Guru Day and received around 1,54,290 SMSs from mechanics on Sept 5, 2014. TATA Guru is an SMS-based loyalty programme designed for mechanics who SMS the codes of their TATA purchase to a pre-defined number and earn points which later can be redeemed for a product of their choice. On Guru Day, around 60,000 mechanics from across the country participated in the event and registered their purchase through SMS.