Tata Group launches much awaited super app ‘Tata Neu’

In a bid to take on Amazon and Jio amid the massive growth in the consumer digital economy space, Tata Group has launched its own super app, Tata Neu.

The app offers users access to a range of services delivered by over a dozen of the group’s consumer brands across fashion, finance, gadgets, groceries, hotels, health, technology, and travel. Tata Neu can be downloaded to Android and iOS devices.

The brands that Tata Neu gives access to have a total customer base of 120 million users. These brands are sold at 2,500 offline stores across the country. Tata Group brands like online grocery store BigBasket, e-pharmacy Tata 1Mg, e-commerce portal Tata CLiQ, consumer electronics store Croma, hospitality company Indian Hotels Company (IHCL), direct-to-home service provider Tata Play, clothes chain Westside, low-cost airline Air Asia, food delivery platform Qmin, and coffee chain (joint venture) Starbucks are all given access via the super app Tata Neu.

Other Tata brands like airlines Vistara and Air India, jewelry chain Tanishq, and automaker Tata Motors will soon be available on Tata Neu, the Group has started. The app was internally beta tested among group employees for a few months before the roll-out.

There appears to be a powerful promotion for digital payments in the super app, under the brand name Tata Pay. Tata Neu permits users to send and receive money via UPI and an option to scan and pay at merchant locations.

Bill payments, checking account balance, managing e-mandates, and carrying out account transfers can also be done on Tata Neu. Users can also use credit and debit cards on the super app as well as access loans and insurance.

The big selling proposition for Tata Neu is the rewards program. The group is integrating its rewards program by bringing various loyalty programs across its consumer brands onto a single platform.

One can use the points accrued in any other loyalty program from Tata's consumer brands, with the app also indicating their existing loyalty tier on the app. Members will earn 5% NeuCoins or more for every transaction through Tata Neu, which they can spend across all categories on the app (1 NeuCoin will be equal to INR 1).

Users will also get several benefits such as a built-in credit line, early access to product launches, free deliveries, exclusive offers, and brand-specific privileges, the company said.