On Thursday, the Tata Group unveiled Tata Neu, a super app that combines all of its brands onto one platform. The super app allows the Tata Group, which has been around for 154 years, to cross-sell to its current user base.
BigBasket, 1mg, IHCL Hotels, Qmin, Starbucks, Croma, Tata CliQ, Westside and Air Asia are just a handful of the group’s flagship in-house brands that are included in the app. Vistara, Air India, and Curefit are yet to be included.
This means that customers can use this customized app to buy things from Croma’s electronic chain, get medicine from 1mg’s online platform, book travel tickets from Air Asia, and buy fashion from Tata CLiQ and Westside. Future plans for separate applications are unknown, although Neu might offer better rates for the time being that will encourage more customers to join.
“The journey of Tata Neu has begun with a cumulative consumer base of 120 million users, 2,500 offline stores, along with an 80 million app footprint across our digital assets. We have over a dozen consumer brands ranging from electronics, fashion, travel, hospitality, groceries, pharmacy and financial services,” Pratik Pal, CEO, Tata Digital, said in a statement.
Credit cards, debit cards, internet banking, pre-paid instruments, UPI, Tata Pay Balance, and any other mode of payment supported by Tata Pay are all available to Tata Neu members. Users may pay using Tata Pay UPI by QR code, exactly like Google Pay or Paytm and other UPI apps.
The most talked-about feature of the app is the “Neu Coin”. Every transaction done on the platform will be rewarded by the app. If you shop on Tata Neu, you will receive a minimum of 5 per cent NeuCoins. NeuCoins will be worth Re. 1 each.
While the app appears to be promising, industry analysts disagree on the scope of the super app model in India, citing issues such as draught e-commerce rules, data privacy, and app stickiness. It is believed that Tata aspires to be as successful as WeChat, the world’s most popular mega app, which is exclusively available in China. This may also be an attempt to compete with Amazon and Flipkart in the Indian e-commerce market.