All about the TATA Super App

 What is Tata Neu?

Tata Neu- The Tata conglomerate's Super App was unveiled on April 7 this year. It's the most comprehensive and future-ready app for the customers out there.

From buying groceries to planning a vacation, from getting a health and insurance plan to simply ordering the food, it's all available in this single unified Tata app.

In simple words, it's Tata Mall available at the click of a finger, giving access to stores, including some of the famous brands like AirAsia India, Big basket, Croma, IHCL, Qmin, Starbucks, Tata 1mg, Tata CliQ, Tata Play, and Westsid.

The Need for Super App

There are several apps available on the Google Play store and most of the storage gets consumed by Whatsapp Media, and Instagram. Hence, the need was felt to have a single unified platform where all the items of need are available, with a dedicated payment system, and there, is a means to chat with the family and friends too!

How does the app work?

The Tata Neu App provides access to Tata Neu Pass which provides the user to avail free delivery and get Tata Neu Coins for every purchase made.

Each Neu coin equals 1rupees and hence can be collected over a period of time to claim certain gifts!

Kind of similar to Flipkart and Amazon in this sense, right?

Game against competitors

Prior to this, Facebook and Paytm have tried to create super apps by launching Marketplace and Paytm Mall but both failed and never restarted in India. But this Tata came to offer the services, which people were already using, by acquiring and making alliances with the companies, such as big basket, IHCL, and Starbucks. It also proposes a unique selling point of a cross-brand reward system by offering ‘NeuCoins’ on every purchase made by the user. In this, a NeuCoin earned on one brand’s purchase can be used in the purchase of another brand’s product purchase.

Similar app in China

The super app is not new in the Asian context as the same platform is there in China named WeChat app owned by the Chinese firm Tencent. It provides payment options, coupons & membership cards, hotel booking, transportation, and even divorce, having over 1 billion monthly active users worldwide with a presence in Hong Kong, Korea, and other countries having Chinese communities.

IPL and Tata super app

One thing can also be noted about the timing of its launch during the Indian Premier League (IPL) 2022. As Tata is the title sponsor of the IPL 2022 tournament, it allows customers to watch IPL matches through the app and purchase tickets through the same. For other promotional activities, it also organizes quizzes on the app’s Instagram handle to give away the IPL match tickets to the quiz winners. These types of promotional activities help Tata in increasing the application’s reach and building a strong user base.

Conclusion

Maybe some people criticize this move by calling it only consolidating and presenting all services on a platter, but in today’s age, as data is gold for analysts, marketers, and managers, this app can create an ecosystem for customers allowing Tata to know about a customer’s shopping behaviour and purchasing patterns of multiple services on a single platform and consequently it can be widely used by the advertisers and marketers.

Also, Tata got the first-mover advantage by tapping the unutilized opportunity in this race of super apps, but it seems that Tata was planning for it from long ago by acquiring the portfolio of diversified companies and the same can be seen by Reliance too, as it is acquiring diversified companies, including JustDial, Netmeds, and Milkbasket aiming to add in the basket of Jio offerings, with Adani group joining following it. 

Sources:

1. https://bit.ly/3xp2RKi
2. https://bit.ly/3jIUSzu
3. https://bit.ly/3vnngMX
4. https://bit.ly/36fsv91
5. https://bit.ly/3ru29rd