Tata Neu: India's first super app is now live
What's the story
Tata Group's much-anticipated Tata Neu "super app" has gone live for all users in India.
The app, a one-stop destination for all services provided by the multinational conglomerate, has been developed by Tata Digital. Access to the app was earlier limited to corporate members but now, regular users can access the platform.
It can be downloaded from Google Play Store and Apple's App Store.
Context
Why does this story matter?
India's e-commerce scene is dominated by entrenched players like Amazon and Walmart-owned Flipkart. For a traditional power like Tata to make any headway into this near-duopoly, it needs something new.
And, Tata Neu is that "something new." A "super app" that is not short of potential. It needs to be seen how it will fare against the established powers of the e-commerce space.
About the app
What is Tata Neu?
Tata owns a multitude of ventures across the globe, including, Air Asia, BigBasket, Croma, Starbucks, 1mg, and Tata CLiQ, among others.
The Tata Neu app will act as an umbrella under which users will be able to access all the Tata Group brands.
The app aims to make the customer experience hassle-free by providing a single platform to shop, pay, and book various services.
From the boss
'An exciting platform that gathers all brands into one app'
N Chandrasekaran, Chairman of Tata Sons, said, "Tata Neu is an exciting platform that gathers all our brands into one powerful app. Combining our traditional consumer-first approach with the modern ethos of technology, it is an all-new way to discover the wonderful world of Tata."
He added, "Our aim is to make the lives of Indian consumers simpler and easier."
Loyalty program
What does Tata Neu have in store for customers?
For a "super app" to be successful, it needs to be more than just an umbrella for several standalone apps. It needs user satisfaction. And, Tata Neu aims to achieve this through a loyalty program.
Customers will earn NeuCoins (one NeuCoin is worth Re. 1) every time they make a purchase on Tata Neu. These NeuCoins can be redeemed against future purchases.