𝐓𝐡𝐞 𝐓𝐚𝐭𝐚 𝐍𝐞𝐮 𝐉𝐨𝐮𝐫𝐧𝐞𝐲: 𝐁𝐨𝐥𝐝 𝐀𝐦𝐛𝐢𝐭𝐢𝐨𝐧𝐬, 𝐄𝐚𝐫𝐥𝐲 𝐇𝐮𝐫𝐝𝐥𝐞𝐬, 𝐚𝐧𝐝 𝐚 𝐏𝐫𝐨𝐦𝐢𝐬𝐢𝐧𝐠 𝐂𝐨𝐦𝐞𝐛𝐚𝐜𝐤

When Tata Neu launched in April 2022, it aimed to bring together Tata’s powerhouse brands—BigBasket, Croma, Tata 1mg, Tata Cliq, flights and hotel bookings, and more—into 𝐨𝐧𝐞 𝐬𝐮𝐩𝐞𝐫 𝐚𝐩𝐩

Backed by a $200M investment and 𝐍𝐞𝐮𝐂𝐨𝐢𝐧𝐬 loyalty program, the goal was seamless shopping, travel, and financial services all under one app

But delivering a unified digital ecosystem isn’t easy!

In the first year ended March 2023, Tata Neu reported ~$4B in sales, far short of the $8B target. Why?

Here are the 𝐤𝐞𝐲 𝐜𝐡𝐚𝐥𝐥𝐞𝐧𝐠𝐞𝐬 it faced:

• 𝐓𝐞𝐜𝐡𝐧𝐢𝐜𝐚𝐥 𝐖𝐨𝐞𝐬: Frequent crashes, laggy performance, and complicated design turned users away
• 𝐅𝐫𝐚𝐠𝐦𝐞𝐧𝐭𝐞𝐝 𝐈𝐧𝐭𝐞𝐠𝐫𝐚𝐭𝐢𝐨𝐧: Services felt disconnected, making the app seem like a patchwork rather than a unified platform
• 𝐍𝐞𝐮𝐂𝐨𝐢𝐧𝐬 𝐋𝐢𝐦𝐢𝐭𝐚𝐭𝐢𝐨𝐧: Low redemption value and restrictions couldn’t match competitors’ lucrative cashback offers
• 𝐌𝐚𝐫𝐤𝐞𝐭 𝐒𝐚𝐭𝐮𝐫𝐚𝐭𝐢𝐨𝐧: Tata Neu entered sectors already dominated by strong players like Amazon, Flipkart, and Google Pay

𝐓𝐡𝐞 𝐑𝐞𝐚𝐥𝐢𝐭𝐲: Despite hitting 12M downloads, retention was just 35%, compared to Amazon Prime’s 75%

🛠 𝐓𝐡𝐞 𝐍𝐞𝐰 𝐍𝐞𝐮: 𝐋𝐞𝐚𝐫𝐧𝐢𝐧𝐠, 𝐑𝐞𝐯𝐚𝐦𝐩𝐢𝐧𝐠, 𝐆𝐫𝐨𝐰𝐢𝐧𝐠
In April 2023, Tata Neu revamped with improved UI/UX, faster performance, and personalized chatbots, leveraging IPL 2023’s visibility as a title sponsor to boost engagement

💥 𝐑𝐞𝐬𝐮𝐥𝐭𝐬 𝐨𝐟 𝐭𝐡𝐞 𝐑𝐞𝐯𝐚𝐦𝐩
• App ratings rose from 3.8 to 4.2 stars on app stores
• 75 million NeuPass loyalty members (web + app combined)
• 13 million downloads during the IPL season, pushing total downloads to 60 million
• 60% increase in repeat purchases

🛒 𝐋𝐨𝐨𝐤𝐢𝐧𝐠 𝐀𝐡𝐞𝐚𝐝
In October 2024, Tata Neu launched 𝐍𝐞𝐮 𝐅𝐥𝐚𝐬𝐡 in 20 cities, stepping into the q-commerce with a promise of 10-minute essential deliveries, competing with players like Zepto and Blinkit, leveraging a tiered fee model

🔑 𝐊𝐞𝐲 𝐓𝐚𝐤𝐞𝐚𝐰𝐚𝐲𝐬
• A user-friendly, intuitive design is key to retaining customers
• Gradual service rollouts and leveraging established brands like BigBasket and Croma could have provided a stronger foundation and prevented early technical challenges

𝐈𝐧 𝐜𝐨𝐧𝐜𝐥𝐮𝐬𝐢𝐨𝐧
Superapps have thrived in East and Southeast Asian countries like China, where people share similar languages and cultures. For a super app to succeed in India, it must offer a highly personalized and localized user experience while overcoming users’ strong reliance on existing apps.
𝐂𝐚𝐧 𝐓𝐚𝐭𝐚 𝐍𝐞𝐮 𝐛𝐫𝐞𝐚𝐤 𝐭𝐡𝐫𝐨𝐮𝐠𝐡 𝐚𝐧𝐝 𝐚𝐜𝐡𝐢𝐞𝐯𝐞 𝐢𝐭𝐬 𝐬𝐮𝐩𝐞𝐫-𝐚𝐩𝐩 𝐯𝐢𝐬𝐢𝐨𝐧, 𝐨𝐫 𝐢𝐬 𝐈𝐧𝐝𝐢𝐚’𝐬 𝐬𝐮𝐩𝐞𝐫-𝐚𝐩𝐩 𝐝𝐫𝐞𝐚𝐦 𝐚 𝐭𝐨𝐮𝐠𝐡𝐞𝐫 𝐧𝐮𝐭 𝐭𝐨 𝐜𝐫𝐚𝐜𝐤?

Tata Neu
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