Eighteen months after the introduction of its digital super app, Tata Neu is set to broaden its offerings by incorporating Air India and Tata Motors into the platform.
Both entities stand among the flagship brands of the Tata Group, with Tata Motors having its inception in 1945 and Air India serving as the national carrier before being acquired by the Tata group.
Insiders have shared with a leading media house that the inclusion of Air India and Tata Motors on the digital platform is imminent, aligning with the overarching goal of simplifying people’s lives by integrating Tata brands into the Neu customer experience.
Industry insiders have also revealed that Tata has been in talks with non-Tata brands, exploring the possibility of onboarding them onto Neu, consistent with the vision articulated by N. Chandrashekaran, Chairman of the Tata Group.
Despite a gradual start in customer acquisition, Tata Neu was conceptualised as a unified platform that brings together all Tata brands. Sources indicate a strategy to deliver an omnichannel shopping experience across the spectrum of Tata brands. Noteworthy is Neu’s loyalty program, where customers earn points for platform purchases, redeemable across a range of products. Experts posit that introducing brands like Air India could amplify this program, enabling, for instance, the redemption of airline miles for grocery purchases.
While Tata Neu has seen growth, it has not achieved the widespread popularity enjoyed by conventional e-commerce brands in India. The performance of super apps in the country has been mixed, and certain prominent Tata brands were notably absent from the platform.
Last year, Tata Neu successfully launched a co-branded credit card with HDFC Bank. However, despite its positive reception, Neu continues to attract savvy consumers rather than becoming the go-to program for all Tata customers, according to industry experts.
