Ratan Tata, former chairman of the Tata group, has signed up to a new global experiment christened Plan B, which seeks to infuse businesses with a new DNA that puts people and planet alongside profits, Economic Times reported.

The B Team, a clutch of 14 global business leaders, cobbled together by the swashbuckling Richard Branson of the Virgin Group and Jochen Zeitz, former CEO of Puma last week, hopes to change the very manner in which businesses are conducted and governed.

The prevalent Plan A in which companies relentlessly pursue profits to the detriment of the other two - according to its members - is no longer acceptable. Along with Tata, the leaders providing heft to the grouping include Nobel laureate Muhammad Yunus, an untiring proponent of social business, and Paul Polman of Unilever who is beginning to transform his co., and his stakeholders - suppliers and customers et al - into sustainability cohorts.

Read the full report here