Tata built India!
This $300 Billion company is now taking the “startup” way.
Here’s a sneak peek of their super app TATA NEU which is launching today:
A thread🧵
This $300 Billion company is now taking the “startup” way.
Here’s a sneak peek of their super app TATA NEU which is launching today:
A thread🧵
India already got 750 million smartphone users and this opens up a huge market for e-commerce companies. Mobile apps are now the most personal and efficient way to grab consumers’ attention and integrate brands into their lives.
All companies- from a market leader like TATA to a new startup like FinFloww- are coming up with their apps in this huge wave of digitalization.
Well, this thread is to deeply understand Tata’s Super App:
Well, this thread is to deeply understand Tata’s Super App:
The first question that comes to our mind is- why one of the biggest and oldest companies in India is launching an app, despite being a leader in many industries?
The very first reason for TATA to launch this app is to provide easy access to its customers along with more value.
From flight bookings to grocery shopping, we have to hop from app to app and website to website.
From flight bookings to grocery shopping, we have to hop from app to app and website to website.
But this app will provide all the services and transactions on one platform, which will be more convenient for the consumers.
TATA acquired startups like BigBasket in groceries, 1mg for e-pharmacy and tests, curefit for health and fitness along with the biggest airlines of the nation- Air India.
Now this app will inculcate all the services provided by these companies along with their brands like Westside for fashion and lifestyle, IHCL Hotels, Qmin for food, Tata CliQ and Air Asia for flights.
This means that now, we can book our flight and shop for the necessary items to pack our bags, on the same platform.
This app might bring around 3 million existing customers of Air India and increase the online shoppers of its in house brands- Westside and Titan.
This app might bring around 3 million existing customers of Air India and increase the online shoppers of its in house brands- Westside and Titan.
Just like any other app, TataNeu will provide all the relevant consumer information to the company and better data.
This will help the company further to come up with new ideas and optimize its services.
This will help the company further to come up with new ideas and optimize its services.
What makes this app different from its competitors is that TATA is unifying its existing products and services under one roof, whereas all the other apps came up with just a few basic services and later evolved into super apps.
Now that’s what provides an edge to Neu, as TATA already has a separate customer base for all their services, they are just bringing them together to become a part of this TATA ecosystem and stay inside it.
This ecosystem will be fuelled by their “never seen before” loyalty system using NeuCoins.
This is a very good way to mix and match their customer bases.
This is a very good way to mix and match their customer bases.
Let’s say you’re a Westside customer and after shopping, your account gets credited with Neucoins.
Now you wanna take a trip to Goa.
This app will enable you to use the Neucoins (earned while shopping) to avail discounts while booking your Air India tickets.
Now you wanna take a trip to Goa.
This app will enable you to use the Neucoins (earned while shopping) to avail discounts while booking your Air India tickets.
In this way, the company is encouraging its customers to prefer TATA products over its competitors (Air India over Go Air).
This will build a very strong overall customer MOAT for the whole group, tying in everything in one place.
This will build a very strong overall customer MOAT for the whole group, tying in everything in one place.
Tata is introducing this super app to make its brand more approachable and place its products right in the hands of consumers.
This move will ease out the distribution network.
This move will ease out the distribution network.
The platform is the future.
If you’re not building a platform, you’re serving the other platforms.
And you’re strengthening them.
If you’re not building a platform, you’re serving the other platforms.
And you’re strengthening them.
In German and Jewish, ‘NEU’ means ‘newcomer to the area’.
So we wonder if the company also named this super app with the same idea because this app is indeed a newcomer but a force to be reckoned with.
So we wonder if the company also named this super app with the same idea because this app is indeed a newcomer but a force to be reckoned with.
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