Tata Neu
Developer(s)Tata Group
Initial release7 April 2022 (2022-04-07)
Operating systemAndroid, iOS
Available inEnglish
Websitetata.com/tata-neu

Tata Neu is a multi-purpose super-app, developed in India by the Tata Group.[1][2][3] It is the country's first super-app.[4] The app was launched to coincide with the start of a 2022 Indian Premier League match.[5][6][7]

Tata Neu was launched on 7 April 2022, during which the servers were overloaded.[8] Sales numbers missed the US$200 million targets set by Tata Digital. Reports stated that Tata Digital received as much as US$2 billion in funding from Tata Group for the Tata Neu app and additional investments. By May ending the app had nearly 11 million downloads, however the app was bugged with constant glitches and slow response time leading to a reduction in customer usage.[9][10][11]

As the reports of high number of bugs and sluggish user experienced continued, reports emerged that Tata Neu CTO had resigned within 4 months and the app faced backlash over data sharing of customer info between companies.[12] In January 2023, Mukesh Bansal the President of Tata Digital and head of operations for Tata Neu stepped down from Tata Neu with Pratik Pal, the CEO of Tata Digital, looking after all the business decisions at the firm.[13][14] Soon, additional reports emerged that Tata Neu is set to miss the first year GMV by as much as 50%. Internal projections showed the company projecting GMV by March 2023 at US$4 billion vs expected US$8 billion (which was scaled down from US$10 billion).[15][16]

The Tata Neu app, which was revamped in time for the 2023 Indian Premier League (IPL) season, saw a significant increase in downloads and membership following the tournament.The Tata Group's sponsorship of the IPL and the heavy promotion of the Neu app during the matches likely played a role in this growth. Post the revamp, Neu’s rating on the Google Play store has improved from 3.8 to 4.2.[17]

References

  1. ↑ "'Neu' kid on the block: Tata super app live now". The Indian Express. 2022-04-08. Retrieved 2022-04-08.
  2. ↑ "Tata Neu Launched in India: One Super App To Buy Flight Tickets, Groceries and More". News18. 2022-04-07. Retrieved 2022-04-08.
  3. ↑ "Tata group launches super app 'Tata Neu' as it gears up for ecommerce push". Deccan Herald. 2022-04-07. Retrieved 2022-04-08.
  4. ↑ "From UPI to free IPL matches: India's first super app Tata Neu is buzzing with offers". Business Today. 7 April 2022. Retrieved 2022-04-08.
  5. ↑ "All you need to know about Tata super app 'Tata Neu'". The Economic Times. Retrieved 2022-04-08.
  6. ↑ "Tata Group launches all-in-one 'super app' Tata Neu". ThePrint. 2022-04-07. Retrieved 2022-04-08.
  7. ↑ "N Chandrasekaran officially launches super app Tata Neu: All you need to know". Business Today. 7 April 2022. Retrieved 2022-04-08.
  8. ↑ Mishra, Digbijay (16 June 2022). "Tata Neu clocks $150m gross sales, falls short of first month's target". The Economic Times.
  9. ↑ Laskar, Anirudh (2021-10-25). "Tata Sons and a $2 billion plan for super app Tata Neu". mint. Retrieved 2023-01-16.
  10. ↑ Sarkar, Gargi (2022-06-08). "Tata Neu Fails To Meet Its First Month Internal Target Of $200 Mn In Gross Sales". Inc42 Media. Retrieved 2023-01-16.
  11. ↑ Mathi, Sarvesh (2022-04-08). "Tata Neu Review: Tata's super app is a total mess". MediaNama. Retrieved 2023-01-16.
  12. ↑ Variyar, Mugdha. "Reviving the Tata Neu super-app is a super-sized challenge for the group. Here's why". The Economic Times. Retrieved 2023-01-16.
  13. ↑ Team, BS Web (2023-01-03). "Tata Digital's Mukesh Bansal to step away from Tata Neu's daily ops: Report". www.business-standard.com. Retrieved 2023-01-16.
  14. ↑ "Mukesh Bansal steps down from the helm at Tata Neu: Report". Moneycontrol. 3 January 2023. Retrieved 2023-01-16.
  15. ↑ Singh, Manish (2022-02-18). "Indian giant Tata's super app TataNeu is not so super". TechCrunch. Retrieved 2023-01-16.
  16. ↑ "Tatas review super app strategy as sales may miss target by 50%". The Economic Times. Retrieved 2023-01-16.
  17. ↑ "Tata Neu after the revamp: how is it faring?". Moneycontrol. 2023-08-08. Retrieved 2023-08-13.
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