Tata Neu: A Super App of Tata Digital
The Tata Group is one of the world’s largest corporations, having a 150-year history encompassing 11 industries and employing about a million people. Tata Digital, their most recent initiative, aims to be the leader in digital transformation in India, one of the world’s fastest-growing internet and consumer markets. Tata Digital is the parent business of Tata Neu, India’s first super-app. In conversation with Ashwini Asokan, CEO of Mad Street Den, Pratik Pal, CEO of Tata Neu, revealed us the never-before-heard narrative of how India’s superapp was built.
He went into great detail about the app’s concept, the research that went into it, how they chose the name “Neu,” the vision and goals for Tata Neu, and, most crucially, the growth plan.
What is Tata Neu?
TataNeu is defined by Tata Digital as a single platform that links users with numerous brands throughout the Tata world. You will get access to offers in a variety of categories, including financing solutions, medicines, vacations, electronics, groceries, and many more. In addition, there are exceptional deals from brands such as BigBasket, AirAsia India, Croma, Tata CLiQ, Westside, IHCL, and many more.
Tata Neu will be established over time once we have built this environment. This is not a three- or six-month adventure. We anticipate a three to four-year journey. And we expect that, over time, the entire consumer base will migrate to the Tata Neu app for the ecosystem.
The story behind the name: Tata Neu
We went over 400 names before deciding on Tata Neu. As a result, the travel was not simple. Every name we proposed was rejected by someone else. This Neu surname appeared out of nowhere. In German, Neu is pronounced Nau, which translates as different. We wanted new but didn’t get it, so we settled for Neu.
Why Tata Neu?
1. Convenience
We went over 400 names before deciding on Tata Neu. As a result, the travel was not simple. Every name we proposed was rejected by someone else. This Neu surname appeared out of nowhere. In German, Neu is pronounced Nau, which translates as different. We wanted new but didn’t get it, so we settled for Neu.
2. Instant access to hundreds of items and services that help with every aspect of life
Using data and AI to create exciting daily experiences for 150 million consumers
We want our customers to be able to identify relevant products quickly, easily, and seamlessly. Having so many brands under one roof becomes significant.
We felt that the only way to accomplish this was through statistics. When we began the voyage in 2019, it was in 2019.
Our sole purpose was to standardise all of this information. We were pretty clear that if we can do this well at scale and with AI models, our chances of being more relevant to the consumer will be much better. And it, in my opinion, was one of our most significant achievements.
Tata Neu features
- E-commerce Services: No supper app is complete without e-commerce services. On Neu, you can shop in several categories such as grocery, clothing, and so on.
- Financial services: You can use this function to apply for Tata Capital’s Qik EMI card, which has a credit limit of Rs. 1.5 lakhs. When Tata Digital’s UPI app becomes available, you will be able to use the “Scan & Pay” option to make payments at merchant point-of-sale (PoS) terminals.
- Bill payment services: You can use NEU’s “Pay Bills” option to pay your utility bills or to replenish your DTH package. You may also recharge your mobile phone, pay your broadband bill, energy bill, gas bill and so on.
- Culinary services: Qmin, IHCL’s gourmet culinary and food delivery platform, now allows you to purchase exquisite cuisines. Alternatively, reserve a table at one of Tata’s iconic hotels, such as Vivanta and Taj.
Conclusion
In the words of the CEO, this is the never-before-told story of Tata Neu, India’s first superapp. We are thrilled to be a part of this journey and honoured to have him at our inaugural REBUILD’22 in Chennai.
